Sponsorship & Marketing
Fiba Marketing strikes licensing deal to promote T Power energy drink
The International Basketball Federation (Fiba) has signed a three-year licensing deal with Chinese soft drinks company Henan Zhongwo Industrial Co
Mercedes-Benz and Stern extend Ajax sponsorship
Dutch Eredivisie club Ajax has extended its sponsorship agreement with Mercedes-Benz as ‘Official Car Sponsor’ and with the Stern dealership as ‘Official Car Supplier’ until 2023.
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South Africa Rugby drives on with Land Rover
South Africa Rugby has extended its contract with multinational automotive brand Land Rover
Lidl extends ties in EHF Euro 2022 qualifiers sponsorship
Discount supermarket chain Lidl has been named as presenting partner of men’s handball’s EHF Euro 2022 qualifiers in a deal announced today (Tuesday).
Memphis Grizzlies, FanDuel secure sports betting partnership
The National Basketball Association's Memphis Grizzlies have announced a multiyear partnership with FanDuel Group, which has been designated an official sports betting partner and the exclusive official …
Round-Up: Rugby World Cup records, Olympic torches tour Tokyo, Virus hits Fiji’s Nations Cup squad and more
Two torches that will be used in the Olympic and Paralympic torch relays at the postponed Tokyo Games next summer have started an eight-month tour of Tokyo
DraftKings secures major Masters presence with DeChambeau partnership
Daily fantasy and sports betting company DraftKings will gain a significant presence at The Masters by agreeing to an exclusive, multiyear partnership with tournament favorite Bryson DeChambeau.
BCCI signs Jio as women’s T20 Challenge first independent sponsor
The Board of Control for Cricket in India (BCCI) has signed up Indian telco Jio as title sponsor of the 2020 edition of its women's T20 Challenge
Atalanta becomes latest European club to sign up Replay
Italian Serie A football club Atalanta has signed up fashion brand Replay as a sponsor.
The deal will run for the next three seasons, until the end of the 2022-23 campaign
World Sailing renews with Rolex, earmarks new sponsorship revenue to repay IOC loan
World Sailing, the world governing body of the sport, has extended its long-running sponsorship with the Swiss watchmaker Rolex and intends to bring in new sponsorship revenue of at least £1.5m (€1.67m/$1.94
Gaming developer Supercell renews with PSG after positive first year
French Ligue 1 champions Paris Saint-Germain have extended their sponsorship agreement with Finnish gaming developer Supercell for another year
Nashville SC partners with Elevate Sports, Ticketmaster ahead of move to new stadium
Major League Soccer's Nashville SC has partnered with Elevate Sports Ventures and Ticketmaster to lead marketing and ticket-sales efforts ahead of the club's move to its new soccer-specific stadium at…
Vivendi inks 2023 Rugby World Cup media and communications domestic sponsorship
The Rugby World Cup France 2023 organising committee has brought in French media and entertainment company Vivendi as ‘Official Entertainment Sponsor’ for the tournament.
IMG Reliance to sell Cricket Australia’s virtual sponsorship inventory
IMG-Reliance, the joint venture between the IMG agency and Indian conglomerate Reliance Industries, has won the global mandate to market Cricket Australia’s ‘Virtual Inventory’ rights.
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Mobile Premier League replaces Nike as Indian cricket team apparel sponsor
The Board of Control for Cricket in India has signed a three-year apparel sponsorship deal with fantasy gaming platform Mobile Premier League, replacing long-term sponsors Nike
AC Milan adds Etro to sponsorship portfolio
Italian football club AC Milan has signed up Italian fashion house Etro as a sponsor
Axi connects with City’s ‘growth and innovation’ agenda under global deal
Australian trading platform Axi ended a one-year search for a Premier League club to sponsor when it signed as the ‘Official Online Trading Partner’ of Manchester City in late September.
Sportfive brokers Augsburg extension with cheese brand
German Bundesliga club FC Augsburg has signed a renewal with cheese brand Schönegger Käse-Alm.
The extension was brokered by sports marketing agency Sportfive.