Key Story

Australian Rules Football
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

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

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
Football
Sponsorship & Marketing

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…
Motorsport
Sponsorship & Marketing

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.
Ice Hockey
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

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.
Basketball
Sponsorship & Marketing

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…
Rugby
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

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

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
Football
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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
Golf
Sponsorship & Marketing

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
Rugby Union
Sponsorship & Marketing

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.