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Sponsorship deals from May 16 to June 20

A round-up of the key sponsorship deals worldwide

American football: The NFL entered a partnership with online sports apparel and merchandise retailer Fanatics. The deal begins in 2020 and will run for 10 years.

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Elite players increasingly refusing to engage with brands they don’t approve of Sponsor contracts with leagues and federations do not guarantee access to named individuals

BNP Paribas previously held title rights Billie Jean King Enterprises instrumental in deal Sponsorship underpins uplift in prize money

Three deals have expanded firm’s regional footprint and improved tech and sales capabilities

The sports sponsorship sector is facing a squeeze from multiple angles with doubts emerging about the long-term viability of the crypto sector, betting marketing spend threatened by government legislation and a cost-of-living crisis thrown into the mix. We asked five agencies about the future direction of the sector.