Sponsorship & Marketing
Riot Games signs Bose as latest League of Legends sponsor
Riot Games has added electronics specialists Bose as a sponsor of its League of Legends esports global events. The deal covers the World Championship, Mid-Season Invitational and All-Star Event
Parimatch acquires digital overlay branding rights in Juventus deal
Cyprus-based betting company Parimatch has signed a new sponsorship with Serie A club Juventus
LaLiga develops sponsorship presence in East Africa with M-Bet deal
Spanish football's LaLiga has signed up gambling firm M-Bet as its latest regional sponsor
Cambridge United invests in players’ financial education
A new partnership with the Football Finance Academy will help educate players & staff for future success beyond the pitch
Fed Cup renamed after Billie Jean King as Microsoft among new sponsors
The International Tennis Federation has rebranded the Fed Cup, the women’s international teams event, as the Billie Jean King Cup by BNP Paribas in a tribute to the iconic female tennis player and pioneer f…
UFC sees Oura Health deal as key tool in Covid-19 era
The Ultimate Fighting Championship has signed a multi-year deal with Finnish health technology company Oura Health, with the agreement being looked upon as a means to aid the US mixed martial arts promotion…
Sponsorship network expanded by eToro in 12 deals in English and German football
Global investment platform eToro has launched 12 new sponsorships across the UK and Germany, as the brand expands its investment in football clubs across Europe
Sportsbet.io adds to Premier League presence with Arsenal deal
English Premier League (EPL) club Arsenal has signed up cryptocurrency-based gambling brand Sportsbet.io to its sponsorship portfolio
Covid-19 ‘strengthens partnerships and accelerates digital innovation’ in Asian sponsorship
The Covid-19 pandemic has strengthened partnerships and accelerated digital innovation in sports sponsorships involving Asian or Asia-facing brands, according to sponsorship experts at this week’s All T…
Round-Up: Bach wants to visit Suga, PCB sells domestic media rights, NSW to relax attendance cap, and more
International Olympic Committee president Thomas Bach said he hoped to visit Japan in October to meet new Prime Minister Yoshihide Suga - Japan Today
Macron replaces Under Armour as Wales kit supplier in long-term deal
Italian sportswear brand Macron has become the new kit supplier of the Welsh Rugby Union in a seven-year agreement
Fokus Clan sign Adidas as kit supplier in Infront-brokered deal
German esports team Fokus Clan has signed global sportswear brand Adidas as its kit supplier
ITHF unveils interactive fan voting experience, BNP Paribas partnership
The International Tennis Hall of Fame has added a new interactive element to its fan voting initiative, which is being sponsored this year by French international banking group BNP Paribas
DraftKings signs exclusive deal with NFL Giants
Team-based deal extends aggressive run for gaming company
ODI sponsor Momentum to end Cricket South Africa deal
Financial services provider Momentum has revealed that it will not be renewing its one-day international sponsorship of the Cricket South Africa (CSA) national governing body when the deal expires next…
Vitality named Women’s FA Cup title sponsor in landmark deal
The English Football Association (FA) has signed up health and life insurance company Vitality as the title sponsor of the Women's FA Cup
Manchester City extends Nexen Tire sleeve sponsor deal
English Premier League (EPL) club Manchester City has signed a multi-year extension to its contract with tire manufacturer Nexen Tire
Brown targets more Asian sponsors for McLaren
McLaren Racing chief executive Zak Brown wants his team to secure more sponsors from Asia, believing brands from the region are under-represented on its roster