Key Story
Features
RFU looks to urban markets with Umbro after Canterbury departure
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.
Asahi expected on centre stage at Australian Open after Stella Artois sell off
Stella Artois will not return as the lead beer partner for the 2021 Australian Open because the brand is being offloaded by its owner, Japanese drinks group Asahi
Watford expands Afex deal to include back-of-shirt sponsorship
English football club Watford has expanded its contract with global payment and foreign exchange brand Afex
Women’s team and Big Bash rights raise value of Vodafone’s CA deal
Cricket Australia signed telco Vodafone as its Test match series naming rights partner at a double-digit percentage uplift on the previous contract
No charge for Heineken’s Europa League switch from Amstel to Heineken 0.0%
Heineken’s decision to switch its Europa League rights from its Amstel brand to the non-alcohol brand Heineken 0.0% was done without a monetary change to the original contract, SportBusiness has learned.