Williams Racing is looking to secure a new title sponsor in time for the start of the 2025 Formula 1 season, SportBusiness can reveal. 

The International Tennis Federation has announced that Microsoft has renewed its sponsorship of the Billie Jean King Cup.

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.

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.

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.

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.

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.

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

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.

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 has secured another massive victory in holding off Adidas to retain kit supply rights with the French Football Federation (FFF).

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 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

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 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.

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…

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.

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.

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.

Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.