Analysis

Cricket

The 2024 edition of the Indian Premier League has raised more than three-quarters of the central sponsorship income it generated in 2023, despite having half as many sponsors.
Football

Chinese automotive powerhouse BYD will use its sponsorship of this summer’s Uefa men’s Euro tournament to support the launch of several new energy vehicle models as it seeks to carve out a 5 per-cent share of EV sales in Europe.
Football

Nike's commitment to supply substantial amounts of sports equipment to Germany's 21 state football associations helped it to oust Adidas from its long-standing relationship with the DFB.
Cricket

Indian Premier League (IPL) franchise Gujarat Titans’ new front-of-shirt agreement with fantasy gaming platform Dream11 shows that two years of on-field success and strategic brand building are beginning to pay dividends.
Ice Hockey

Truly Hard Seltzer has launched a paid media campaign around the Stanley Cup Playoffs using NHL in Canada sponsorship rights.
Running

Michelle Taylor, head of sports sponsorship at Tata Consultancy Services, explains why the firm has focused its sponsorship spending in marathon running and the Jaguar Racing Formula E team.
Athletics

The head of UK Athletics believes a new joint venture with London Marathon Events and the Great Run Company will allow it to create compelling new cross-property sponsorship opportunities and introduce a new spirit of ‘entrepreneurialism’ to the national governing body.
Multiple Sports

Sport in Australia and New Zealand remains overwhelmingly reliant on international sponsors according to SportBusiness Sponsorship’s latest Australia and New Zealand Data Snapshot.
Motorsport

Red Bull Racing’s recent expansion of its agreement with premium sportswear brand Castore represents a ‘seismic moment’ for the team, according to commercial director Nick Stocker.
American Football

Rocket Mortgage has created the 'Dreammate' campaign to amplify its role at the 'NFL Draft Experience, the NFL-operated fan festival, which this year takes place close to the company’s headquarters in Detroit.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Football

The sale of title sponsorship rights to A-League Women, Australia’s professional women’s football league, was deferred to October last year to determine the value of staging Fifa’s showcase tournament in the country.
Cricket

Indian skincare brand FixDerma is looking to significantly increase brand awareness and support a push into physical retail sales via its new sleeve sponsorship agreement with Indian Premier League franchise, Delhi Capitals. 
Football

Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.
Horse Racing

Jonathan Gregory, the commercial director for the Goodwood Group, describes how its portfolio of horse racing and motorsport events appeal to luxury brands and how it is benefiting from the growth in popularity of F1
Football

The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
Football

Danish sports brand Hummel aims to break into the US football market by using strategies that it has already deployed in Europe, Hummel chief executive Allan Vad Nielsen has told SportBusiness Sponsorship.
Football

Uefa is targeting €750m per season in sponsorship and licensing income from its three men’s club competitions from 2024-25 to 2026-27 in what would be a 39.2-per-cent-increase on the average of €538.7m per season generated in the current cycle.