Key Story

Football
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

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
Golf
Sponsorship & Marketing

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.
Basketball
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

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

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…
Golf
Sponsorship & Marketing

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.
Golf
Sponsorship & Marketing

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
Motorsport
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

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

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

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…
Rugby Union
Sponsorship & Marketing

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…
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