Sponsorship & Marketing
Lakers smash record for NBA championship merchandise sales
The Los Angeles Lakers are already reaping the commercial rewards of their National Basketball Association Finals victory against the Miami Heat at the weekend
BCCI faces Australia tour without kit supplier as tender draws blank
The Board of Control for Cricket in India (BCCI) is thought to be facing the prospect of the Indian men's team touring Australia in November without a kit supply sponsor in place
Liqui Moly resumes European Athletics ties in Torun 2021 sponsorship
German motor lubricants manufacturer Liqui Moly has been named as a sponsor of the 2021 European Indoor Athletics Championships, which will take place in Torun in Poland
NBA, WNBA strike multiyear partnership with ServiceNow
Pair of leagues deepens their ties to California software company
“It’s crucial we re-establish ourselves as a multi-sport brand” | Sam Lucas, head of sports sponsorship, Umbro UK
Umbro's head of sports sponsorship in the UK, Sam Lucas tells SportBusiness how Umbro will leverage its kit supply agreements with the RFU and Bristol Bears to help achieve its aim of becoming the "number one brand" in rugby.
Free webinar: ‘Technology, fan engagement and data – writing the new rules of sponsorship’
The accelerated uptake of technology in relation to fan engagement and sponsorship comes under the spotlight this week in a free SportBusiness webinar
Real Madrid sign Spain-focused strategic deal with PlayStation
Spain's Real Madrid has signed a strategic agreement with Sony's PlayStation brand
Eden Park to become Coopers Catch Park for Bledisloe Cup match
Eden Park, New Zealand’s national stadium, will take on the moniker of Coopers Catch Park this week after a decision was made on its innovative naming rights deal.
AC Milan signs Risparmio Casa as latest sponsorship addition
Italian Serie A club AC Milan has signed up discount store chain Risparmio Casa as a sponsor
TMGM trading platform acquires Australian Open ‘speed serve’ rights
Online trading platform TMGM has signed its first ever major sports event sponsorship as the ‘Official Online Trading Platform’ of the Australian Open tennis tournament.
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IBM makes esports entry with Overwatch League
Global technology company IBM has signed a wide-ranging agreement with the Overwatch League, with the deal including presenting partner rights to the esports competition’s ongoing Grand Finals.
Columbus Blue Jackets, Jet’s Pizza strike five-year partnership
The Columbus Blue Jackets have struck a five-year partnership with pizza chain Jet's Pizza, which has been designated the official pizza provider of the National Hockey League team.
Former Sportfive execs Durben and König launch new CSR-focused consultancy
Germany sports executives Dominik Durben and Dennis König have launched a new consultancy firm, Timesarechanging, which aims to bring sports organisations together with non-profit companies.
Insurance brand ConTe.it inks Italian national football teams deal
ConTe.it, the Admiral Group-owned Italian insurance brand, has signed as an official partner of the Italian Football Federation (FIGC) in a three-year deal
Long-term link between Bayern Munich and Coca-Cola continues
German Bundesliga club Bayern Munich has signed an extension to its contract with soft drink multinational Coca-Cola
Aristocrat Technologies partners with Raiders, Allegiant Stadium
The Las Vegas Raiders and Aristocrat Technologies have announced a partnership which designates the Australia-based gaming machine company an official partner of the National Football League team and …
IMG Arena’s in-play golf betting product ‘soft-launches’ on Bet365 platform
IMG Arena, the sports betting unit of the IMG agency, has soft-launched its in-play betting golf product outside of North America on the Bet365 platform at this week’s Shriners Hospitals for Children O…
British Rowing continue analytics deal with SAS
British Rowing has extended its contract with global analytics partner SAS.
The deal will now run until December 2021, meaning it will cover the rescheduled 2021 Olympic Games and Paralympics in Tokyo