Key Story
Deutsche Telekom-DFB deal held value in challenging market
Deutsche Telekom’s recent sponsorship renewal with the German Football Federation (DFB) held its value, despite difficult on-pitch and off-pitch conditions for the rights-holder.
Premium
‘Unbelievable’ WhaleFin-Atlético Madrid deal signed ‘more than two months ago’
Atlético Madrid’s club record main shirt sponsorship agreement with the cryptocurrency investment app WhaleFin was signed more than two months ago after progressing rapidly from first talks.
TikTok’s NHL sponsorship marks latest move in sports fan acquisition push
TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.
Vodafone makes Wimbledon centrepiece of return to sponsorship mainstream
Deal with AELTC primarily cash-based with limited value in kind
Fuse agency provided advice on strategy and sponsorship valuations
IMG agency also involved in discussions
ESL Gaming renewal positions esports among Monster Energy’s top-dollar sponsorships
Monster Energy’s deal with esports events organiser ESL Gaming last month immediately becomes one of the biggest in the energy drink brand’s sponsorship portfolio.
Success of first deal drives five-year Infosys renewal for Roland Garros
Infosys extended its French Open sponsorship for five more years – at a nearly 15 per cent fee increase – based on the success of its initial three-year contract. Matthew Glendinning reports.
MLB completes $125m sponsorship deal with Capital One
League refills its banking category with Virginia-based holding company
Revamped European Tour sponsorship package commands higher rates in Velocity Global deal
Outsourcing firm Velocity Global’s official partner deal, announced earlier this month, suggests last year’s changes to the European Tour partnership programme are bearing fruit.
Swyftx deal marks NRL’s first cryptocurrency exchange sponsorship
Australia’s National Rugby League has signed cryptocurrency exchange Swyftx as its exclusive cryptocurrency exchange sponsor in a three-year deal, from 2022 to 2024, with a further two-year option until t…
Inventory reshuffle bears fruit for Lega Serie A with new Main International Partner slot
The recent move by the Italian government to become Lega Serie A’s Main International Partner - a designation open since an inventory reshuffle ahead of the 2021-22 season – has delivered a sizeable sev…
New Visa-Fifa deal marks biggest women’s football sponsorship commitment
Payment services brand Visa made the biggest-ever sponsorship commitment in women’s football last month when it acquired the top women’s football package under Fifa’s revamped sponsorship structure.
S
Premier League to add Castrol as seventh official partner
The Premier League has signed up oil lubricant provider Castrol to fill its final central sponsorship position in a multi-year deal which will begin in January 2022
DP World to invest more than $400m in European Tour over next decade
The European Tour will benefit from a cash injection of at least $400m (€349m) over the next decade thanks to its new, historic title sponsorship with Emirati logistics firm DP World.
Cryptocurrency platform Bitci’s sport sponsorship track record key to Fiba deal
The International Basketball Federation (Fiba) conducted an exhaustive review of its blockchain-related sponsorship options before choosing Turkish company Bitci as its global partner in the category
Messi inspires major uplift in PSG’s premium tier with Crypto.com deal
The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com
Years of market research led to MLB’s lucrative global deal with FTX
The five-year, global deal with cryptocurrency exchange FTX, secured in June, saw Major League Baseball join the growing list of sports rights-holders signing up cryptocurrency exchanges after a long evaluation…