Sponsorship & Marketing
Football Association’s Swarbrick looks for silver lining in “tough” 2021
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.
Round-Up: Osaka becomes LV ambassador, Pound reflects on Wada journey, Thai Open Covid-19 tests overturned, and more
Japanese tennis player Naomi Osaka became a brand ambassador for French fashion label Louis Vuitton - CNN
Detroit Red Wings strike multiyear gaming partnership with PointsBet
The National Hockey League's Detroit Red Wings have struck a multiyear gaming partnership with Australia-based global sportsbook operator PointsBet
Turkish Basketball Federation adds blockchain sponsor
The Turkish Basketball Federation (TBF) has announced Bitci, the Turkish blockchain technology company, as an addition to its sponsorship portfolio
Marano to target €500m in sponsorships as Milan-Cortina 2026 commercial head
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
Pro14 signs up Loch Lomond Whiskies as sponsor
Rugby union competition Pro14 Rugby has signed up whisky distillery Loch Lomond Whiskies as its latest sponsor
NWSL Kansas City team to have temporary branding for inaugural 2021 season
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
V-Zug sponsors World Curling Championships in Infront-brokered deal
Swiss white goods company V-Zug has been named the official main sponsor of the next three World Curling Championships outside of Canada.
Verizon expands 5G rollout at NFL stadiums
Mobile carrier to reach 28 NFL venues with advanced network by end of 2021
LV= resumes connection with elite English cricket through new ECB deal
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 extends with Land Rover in CSM-supported deal
Premiership Rugby has extended its long-term association with automotive manufacturer Land Rover
Liga MX adds Heineken’s Tecate to sponsorship portfolio
Flagship Mexican football division, the Liga MX, has signed up the Heineken-owned brand Tecate as its beer sponsor
FC Köln renews sleeve sponsorship deal with insurance firm DEVK
German Bundesliga football club 1. FC Köln has announced the extension of its sleeve sponsorship deal with DEVK, the Cologne-based insurance group.
StoneX fills lead sponsor role at Saracens in Pitch International-brokered deal
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
Sangster joins Logan’s sponsorship consultancy after leaving IMG
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
NCAA poised to delay landmark vote on athlete compensation rules
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
KIN Partners promotes O’Sullivan to business strategy director
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.
Betano takes over from BMG on Atlético Mineiro shirt in disputed deal
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.