Sponsorship & Marketing
Chicago Fire to drop redesigned logo following fan backlash
Major League Soccer's Chicago Fire has announced it will drop its redesigned logo following the 2021 season following a backlash from club supporters
MansionBet sponsors British horse racing for another year
British horse racing will continue to benefit from the support of gambling operator MansionBet in 2021 through its renewed sponsorship of Arena Racing Company (ARC) and Jockey Club Racecourses (JCR)
Sheffield United adds Pulseroll as first-team supplier
English Premier League club Sheffield United has added muscle recovery equipment provider Pulseroll to its sponsorship portfolio for the remainder of the current season and the entirety of 2021-22
Peroni replaces Stella Artois as Australian Open beer sponsor
Premium beer brand Peroni has been named as the official beer of the Australian Open starting in 2021, replacing the the upmarket Stella Artois brand
Seattle Seahawks name Hyperice official recovery technology partner
Hyperice, the increasingly prominent recovery and performance technology company, has named the Seattle Seahawks as its second National Football League team partner in as many days
DraftKings, DRL strike betting deal
Upstart racing property continues rapid run of dealmaking
Tottenham signs Cinch as first ever sleeve sponsor
English Premier League club Tottenham Hotspur has signed online used car retailer Cinch as its first ever sleeve sponsor
Ziggo extends with Ajax for one year on same financial terms
Dutch telco Ziggo has extended its front-of-shirt sponsorship with Eredivisie football club Ajax for one year
St. Louis Blues among latest NHL teams to add helmet sponsors
A further series of National Hockey League teams have announced helmet sponsorships for the upcoming 2020-21 season.
The St
Flyeralarm spreads wings with Eintracht Frankfurt sponsorship
Online printing company Flyeralarm has widened its sponsorship involvement in German football by becoming a co-partner of Bundesliga side Eintracht Frankfurt
Cognizant makes global play as Aston Martin F1 title sponsor
US-based IT multinational Cognizant has been named as the new title sponsor of the Aston Martin Formula 1 team in a multi-year deal that will showcase Cognizant on the global stage
Hyperice names Kansas City Chiefs its first NFL team partner
Hyperice, the increasingly prominent recovery and performance technology company, has taken another significant step to expand its brand presence by signing a multiyear partnership with the National Football…
Peaty becomes latest UK sports star to sign Castore endorsement deal
Emerging sportswear manufacturer Castore has reached an exclusive sportswear and apparel supply agreement with star swimmer Adam Peaty.
The Englishman has signed a long-term deal with the UK-based company
Super League Triathlon appoints Sport Collective GV6 to commercial role
The Super League Triathlon series has appointed specialist sponsorship and digital consultancy Sport Collective GV6 to support the development and implementation of its commercial strategy
Konami adds Santos to football sponsorship portfolio
Japanese video game developer Konami has further enhanced its football sponsorship portfolio by agreeing a deal with Brazilian Campeonato Brasileiro Série A team Santos.
Round-Up: Fifa welcomes Qatar-Saudi thaw, Singapore ‘in frame’ for Fury-Joshua, and more
The easing of the diplomatic rift between Qatar and Saudi Arabia was welcomed by Fifa president Gianni Infantino and may reopen talks about an expanded and more lucrative 48-team World Cup in the Middle…
Steelers extend Heinz Field naming rights deal for 2021 season
The National Football League's Pittsburgh Steelers and American food company Kraft Heinz have extended their naming-rights partnership at Heinz Field for the 2021 season.
David Beckham seals exclusive autograph, memorabilia deal with Panini America
Global soccer icon David Beckham has agreed an exclusive autograph and memorabilia deal with leading sports and entertainment collectables company Panini America