Sponsorship & Marketing
Telenot extends FIS World Cup backing in Infront-brokered deal
Electronic security company Telenot has signed as an official sponsor for selected FIS Alpine Skiing and FIS Ski Jumping World Cup events for another season
Vivint Smart Home to sponsor PGA Tour’s Houston Open
The PGA Tour has announced that smart home company Vivint Smart Home will become the title sponsor of next month's Houston Open
Mastercard becomes second Champions League sponsor to finalise 2021-24 renewal
European football governing body Uefa has today (Monday) announced the renewal of its Uefa Champions League sponsorship contract with global payments firm Mastercard
Liverpool signs Expedia as shirt sleeve sponsor
English Premier League side Liverpool has signed up online travel site Expedia as the club's new shirt sleeve sponsor
O2 extends with RFU, makes equal commitment to men’s and women’s game
The Rugby Football Union has extended its principal shirt sponsorship agreement with telco O2 for another five years in a deal that will take the association between the two organisations to 30 years
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Doha is to host the single-leg final of this year's AFC Champions League - Goal
Chelsea sign up GO Markets in brand’s first sports sponsorship deal
English Premier League club Chelsea has signed up online trading platform GO Markets to its sponsorship portfolio
AELTC extends multiple sponsorship deals
The All England Lawn Tennis Club (AELTC), organiser of the Wimbledon Championships, has announced it has renewed official supplier deals with Rolex, Jaguar and Robinson’s.
Coca-Cola renews with KNVB, shifts focus ‘from stadium experience to content’
The Dutch Football Association (KNVB) has extended its sponsorship agreement with soft drinks giant Coca-Cola for another year
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”.