Williams Racing ‘very active’ in search for new title sponsor
Williams Racing is looking to secure a new title sponsor in time for the start of the 2025 Formula 1 season, SportBusiness can reveal.
Microsoft recommits to Billie Jean King Cup with sponsorship extension
The International Tennis Federation has announced that Microsoft has renewed its sponsorship of the Billie Jean King Cup.
Globant to showcase technology services through F1 deal
Digital consultant and software development firm Globant has agreed an Official-Partner-level deal with Formula 1 that will see it overhaul the motorsport’s mobile fan application and the pit wall system used by teams.
Lure of Messi attracts Visa to first MLS club deal with Inter Miami
Visa has selected Inter Miami as its entrance point for sponsorship in MLS, with the appeal of working with Lionel Messi bringing another blue chip firm into the club's commercial portfolio.
New York and Florida join lawsuit against NCAA, as federal case looms
The US states of New York and Florida have joined a legal complaint against the NCAA for its continuing attempts to prohibit marketing contracts for athletes at the recruitment stage.
St. Pauli renews shirt deal with ‘social consciousness partner’ Congstar
FC St. Pauli has renewed its long-running main sponsorship deal with Congstar, championing the telecoms operator's "social responsibility" initiatives at a time of political uncertainty in Germany.
Amul’s USA Cricket, CSA deals continue team sponsorship strategy for ICC events
Indian dairy brand follows Cricket World Cup team deals by joining forces with co-host USA Cricket, and Cricket South Africa, for T20 World Cup.
US SailGP Team hires Sportfive to build up sponsorship portfolio
Sportfive, the international marketing agency, has further bolstered its sales remit in the United States, after being tasked by the US SailGP Team with sourcing global sponsors
Flamengo extends Adidas connection with improved kit deal
A contract extended through to the end of 2029 will see Flamengo entitled to an increased minimum guarantee of R$74m (€13.3m/$14.2m) per year.
Seymour-Hyde joins F1 commercial team
Formula 1 has bolstered its commercial team with the hiring of Joel Seymour-Hyde, who joins as head of partnership management, having departed his role as managing director, UK at Octagon in December last year.
Nike staves off Adidas to retain FFF kit supply rights
Nike has secured another massive victory in holding off Adidas to retain kit supply rights with the French Football Federation (FFF).
EXCLUSIVE: BetMGM to replace Getir as Spurs training kit sponsor
BetMGM is set to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season, SportBusiness can exclusively reveal.
McLaren and eBay link up in US-focused deal
McLaren Racing will be sporting a new brand on its car at the upcoming Miami Grand Prix after signing up e-commerce platform eBay as its latest sponsor
R&A adds NetJets to Open sponsorship portfolio
The addition of NetJets to the Open Championship’s roster of sponsorship suppliers has been motivated by the US-based private aviation company’s intention to better penetrate the European market.
AXA secures training access rights in Liverpool renewal
AXA has secured pitch-side access to club training sessions as part of a four-year sponsorship renewal with Liverpool FC’s men’s and women’s teams.
Mapfre takes Copa Libertadores top sponsors into double figures
The South American Football Confederation (Conmebol) has matched the number of commercial partners as in the previous cycle for the Copa Libertadores, its premier clubs competition, with Spanish insurance…
American Express swipes F1 Academy inventory
The sponsorship inventory secured by American Express for the all-female racing series F1 Academy builds upon the financial services company's wider sponsorship of Formula 1 as the official payments partner in the Americas.
EXCLUSIVE: AIM Sport lands Euro 2024 virtual advertising contract
AIM Sport has secured the contract to deliver virtual advertising services and pitch-side LED boards for the upcoming Euro 2024 tournament in Germany, enabling Uefa to provide additional exposure to both global and national sponsors of the event.
Unilever eyes US prize with Copa América sponsorship
UK consumer products group Unilever has become a first-time sponsor of the Conmebol Copa América, hosted this year in the US, as it gears up for a potential hat-trick of major football events in North America – its biggest market.
Fifa forges closer ties with Saudi Arabia through Aramco global sponsorship
Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.