Sports Sponsorship Insider Preview of 2016

Last week, Sports Sponsorship Insider listed the Top 40 biggest deals of 2015 by value over the lifetime of the contract. Looking ahead to this year, there are many more mega-deals to be made - deals that will surpass the $100m-plus mark that encompassed all but one of the 39 deals in our Top 40 of 2015.

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Initial idea behind deal would have seen Puma combine Serie A ball supply rights with FIGC kit deal Puma keen to make strides in football segment of sports equipment market in Italy

Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent