Sponsorship & Marketing

Matthew Glendinning talks to Kathryn Swarbrick, the FA’s commercial and marketing director, about what is on the horizon for English football's governing body as it continues to develop its brand strategy amid the pandemic.

Japanese tennis player Naomi Osaka became a brand ambassador for French fashion label Louis Vuitton - CNN

The National Hockey League's Detroit Red Wings have struck a multiyear gaming partnership with Australia-based global sportsbook operator PointsBet

The Turkish Basketball Federation (TBF) has announced Bitci, the Turkish blockchain technology company, as an addition to its sponsorship portfolio

Italian television executive Antonio Marano has been named as the new commercial director of the Milan-Cortina Foundation 2026, the organising committee for the Italian Winter Olympic and Paralympic Games

Rugby union competition Pro14 Rugby has signed up whisky distillery Loch Lomond Whiskies as its latest sponsor

The National Women's Soccer League expansion team in Kansas City will have temporary branding during its inaugural season in 2021 due to the tight turnaround in joining the league

Swiss white goods company V-Zug has been named the official main sponsor of the next three World Curling Championships outside of Canada.

Mobile carrier to reach 28 NFL venues with advanced network by end of 2021

LV= General Insurance (LV= GI) has rekindled its association with elite cricket in England and Wales by agreeing a three-year deal to become the new official title sponsor of England’s men’s and women’s Tests …

Premiership Rugby has extended its long-term association with automotive manufacturer Land Rover

Flagship Mexican football division, the Liga MX, has signed up the Heineken-owned brand Tecate as its beer sponsor

German Bundesliga football club 1. FC Köln has announced the extension of its sleeve sponsorship deal with DEVK, the Cologne-based insurance group.

English rugby club Saracens has filled its headline sponsor designation with financial trading company StoneX in a deal brokered by sports marketing agency Pitch International

Georgie Sangster has taken up a role as account director at Logan Sports Marketing, the sponsorship consultancy set up by former Scotland rugby union star Kenny Logan, after leaving the IMG agency

The National Collegiate Athletic Association is widely expected to delay a potential landmark vote this week on legislation that would permit college athletes to cash in on their fame for the first time

London-based sport and entertainment agency KIN Partners has promoted Tess O’Sullivan, its head of commercial partnerships, to the newly-created role of business strategy director.

Online sports betting platform Betano has taken over as the main shirt sponsor of Brazilian football club Atlético Mineiro in a move disputed by the former main sponsor, banking group BMG.