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Drive for More – Yokohama & Chelsea FC

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

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PlayStation has become the latest sponsor of the men’s Champions League to expand its relationship with Uefa so that it also encompasses the federation’s women’s football sponsorship programme. Ben Cronin reports.

The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.

The structure of Expedia’s latest sponsorship agreement with Uefa sets a precedent for the creation of a new sponsorship tier for the men’s Champions League. Matthew Williams reports.

Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.