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Wellness tech company Therabody signed two Australian sports league sponsorships this April, having entered the local market under its former Theragun corporate name in late 2019

Wolverhampton Wanderers has become the first Premier League club to announce a kit supply deal with UK-based sportswear manufacturer Castore

eToro extended its home match naming rights deal with Rugby Australia having identified the sponsorship as the most efficient way to hit its target 20-to-45-year-old male demographic in a growth territory

Last month’s deal with BMW has grown AC Milan’s Premium Partner tier to four brands – a doubling since the end of last season, with EA Sports having signed in August ahead of the start of the 2020-21 seaso…

Peroni 0.0%’s entry into the Formula One market with Aston Martin will support parent company Asahi Group’s vision of increasing the prominence of non-alcoholic brands in its portfolio.

Canadian food delivery network SkipTheDishes became the first food delivery brand to sponsor the NHL earlier this year, in a Canada-only deal. The Canadian subsidiary of the Just East Takeaway

Conmebol, South American football’s governing body, has announced its second standalone sponsor for the Copa Sudamericana, the second-tier clubs competition, in a deal with payment provider PayRetailers.

The wide-ranging global deal between recovery tech brand Hyperice and the NBA, contracted in July last year, was signed a season ahead of the brand’s original timeline because of the advantages afforded t…

English rugby club Saracens has filled its headline sponsor designation with financial trading company StoneX in a deal brokered by sports marketing agency Pitch International

Lega Serie A has struck a deal giving technology giant Sony’s PS5 games console the title sponsorship rights around the 2020 Supercoppa Italiana.

The German Football League's recent renewal with betting operator Tipico is worth an increase on the value of its existing Bundesliga sponsorship, SportBusiness understands

The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…

After the Covid-19 pandemic scuppered a deal agreed in principle earlier this year, Liverpool entered the 2020-21 Premier League without a sleeve sponsor but interest from Expedia has helped deliver the…

Australian trading platform Axi ended a one-year search for a Premier League club to sponsor when it signed as the ‘Official Online Trading Partner’ of Manchester City in late September.

The value of PepsiCo’s recently-announced sponsorship of Uefa women's football at all levels, from 2020-21 through to the summer of 2025, has been placed at around €2.5m

The four betting operator sponsors of golf’s PGA Tour, all signed this summer, are each paying similar rights fees for non-exclusive rights with the same contract durations.  Sport

Umbro’s return to rugby – in the form of its four-year kit supply deal with the Rugby Football Union – came into effect earlier this month, but it very nearly didn't happen. Matthew Williams examines what the union and the sportwear manufacturer hope to get out of the agreement.