Sponsorship & Marketing
Japan’s modernising domestic leagues brace for pandemic setback
The Covid-19 pandemic has stalled a modernisation of Japanese sport with a lot of domestic teams falling back on private backers and corporations to see them through the crisis. Kevin McCullagh and Tom King report.
Hyperice continues rapid expansion with MLB partnership
Major League Baseball has announced a partnership with recovery and performance technology brand Hyperice, which has been designated the organization’s official recovery technology partner.
Inter Milan extends with Gatorade for another year, Torino and CEAT renew
Italian Serie A club Inter Milan has extended its contract with PepsiCo brand, energy drinks manufacturer Gatorade.
The brand first became the club's official sports drink in 2018
Jim Beam renews AFL spirits sponsorship for two more seasons
The world’s top-selling bourbon brand Jim Beam has renewed as the ‘Official Dark Spirits Partner’ of the Australian Football League (AFL) for two more seasons, from 2020-21 to 2021-22.
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£6m kit provision in Macron deal supports WRU’s community clubs
Welsh Rugby Union's recently signed kit supply deal with Macron is more lucrative than the previous agreement with Under Armour and provides a timely boost to the country's community clubs
LA Rams strike partnership with 1800 Tequila
The National Football League's Los Angeles Rams have named Proximo Spirits' 1800 Tequila the team's official tequila.
The deal marks the tequila brand's first partnership with an NFL team
2022 Commonwealth Games to be supported by NVT Group IT services
Glasgow-based IT firm NVT Group has been signed as the IT services provider for the Birmingham 2022 Commonwealth Games
Infront lands Nilox as NBA’s first Italian sponsor
Infront Italy has landed the National Basketball Association its first sponsor in Italy, agreeing a multi-year deal with smart mobility and consumer electronics firm Nilox
Deutsche Telekom to connect with FC Köln in three-year sponsorship
Deutsche Telekom, the German telecoms group, is to become a sponsor of Bundesliga side 1. FC Köln in the role of “exclusive partner for telecommunications and technology”.
Turner Sports signs sportsbook deals with both DraftKings, FanDuel
Separate agreements divided between network's NBA programming, other properties
Wolves sign Tezo to global sponsorship deal
English Premier League club Wolverhampton Wanderers has signed up headphone brand Tezo to its sponsorship portfolio. The global deal sees the brand becomes Wolves' first ever sponsor in the headphone category
Fanatics partners with Lions for 2021 tour of South Africa
The British and Irish Lions rugby union team has announced a new e-commerce and manufacturing tie-up with sports merchandising giant Fanatics
South Africa extends FNB back-of-shirt sponsorship
The South African Rugby Union (SARU) has renewed its sponsorship contract with banking firm FNB
WWE strikes SummerSlam-focused partnership with Constellation Brands
World Wrestling Entertainment has signed a wide-ranging partnership with leading alcohol beverage company Constellation Brands, which names beer brand Victoria the official beer of SummerSlam.
Dishang to title sponsor ITTF World Cups
Dishang Group, one of China’s largest manufacturers and exporters of apparel and textiles, has signed on as the title sponsor of next month's 2020 International Table Tennis Federation Men's and Women's W…
Major League Rugby extends Rhino Rugby partnership
Major League Rugby has announced that Rhino Rugby will be returning as the league’s official ball and equipment provider for the 2021 season.
Borussia Dortmund sign early Rowe renewal in Sportfive-brokered deal
German Bundesliga club Borussia Dortmund has extended its sponsorship deal with lubricants manufacturer Rowe
Sheffield United becomes latest Premier League club to sign up Cadbury
Sheffield United have become the latest English Premier League side to sign chocolate brand Cadbury as a sponsor