Key Story

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…

Logistics software company Slync.io’s agreement to become title sponsor of the Dubai Desert Classic is understood to run for five years, from 2022 to 2026.

Korean luxury car brand Genesis will pay more than the previous incumbent, investment brand abrdn, as the new title sponsor of the Scottish Open in a deal announced last week

Formula One’s recently-announced sponsorship deal with Best Water Technology (BWT), will form a key part of the motorsport series’ plan to make all of its events sustainable by 2025.

Paris Saint-Germain’s recent sponsorship deal with German online car retailer Autohero has highlighted the importance of approaching emerging sector brands early in their growth cycle, according to Marc A…

Newly-promoted English Premier League side Watford has signed up cryptocurrency betting platform Stake.com as its new front-of-shirt sponsor

Cryptocurrency exchange Crypto.com signed as a top-tier Formula 1 sponsor in late June in a lucrative agreement

The International Basketball Federation (Fiba) and Tissot have extended their long-standing relationship, from the start of 2022 until the end of 2027, in a move that will see an increased activation commitment…

Automotive retailer Peter Vardy Group arrived late at the discussion table late before outbidding rival offers to take up the Scottish Rugby Union’s front-of-shirt sponsorship rights in deal announced i…

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

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

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

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…

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.

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

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.