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ProMedica’s 10-year sponsorship of the United States Golf Association (USGA), from 2022 to 2031, signed in January, has underscored the growing value of the women’s golf majors.
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EA Sports FC will be the title sponsor of LaLiga competitions from the start of the 2023-24 season in a lucrative agreement unveiled today (Tuesday)

Initial idea behind deal would have seen Puma combine Serie A ball supply rights with FIGC kit deal Puma keen to make strides in football segment of sports equipment market in Italy
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Liverpool has extended its main shirt sponsorship with Standard Chartered Bank for another four years, starting in the 2023-24 season

Land Rover is thought to have doubled its investment in Rugby Australia when it signed as a major partner and ‘Official Vehicle of the Wallabies’, from 2022 to 2024, in May.
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State-owned carrier Qatar Airways has become the new official shirt sponsor of Paris Saint-Germain in what is believed to be a three-year deal from 2022-23 to 2024-25

Technology company Rakuten recorded the biggest NBA jersey patch deal in the inventory’s short history when it extended its agreement with the Golden State Warriors in May, SportBusiness has learnt.
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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…