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Sponsorship deals from February 23 to March 21

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A round-up of the key sponsorship deals signed around the world

Multi-Sport

Japanese carmaker Toyota’s $1.63bn (€1.5bn

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Golf

BMW is ending its title sponsorship of the BMW Championship, one of the PGA Tour's three FedEx Cup Playoff events
Football

Major League Soccer has altered its commercial guidelines to allow its clubs to secure jersey and stadium naming-rights sponsorships with sports betting and liquor companies
Football

Premier League football club Brighton & Hove Albion has agreed a three-season extension to its kit partnership with US sportswear brand Nike
Multi-Sport

The International Olympic Committee has announced that the Tokyo 2020 Olympics has generated a record sponsorship revenue of over $3.1bn, almost three times more than any previous summer Games

Most recent

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.
Football

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.
Tennis

The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.
Cricket

US tech giants GoDaddy and Uber have made significant investments in the Official Partner tier for the ICC Cricket World Cup.