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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.
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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 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.

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

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.

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.

League refills its banking category with Virginia-based holding company

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.

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…

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…

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

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

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.

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

The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com

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…