Ben Cronin

Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.

Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.

Chinese brands currently account for around 25 to 27 per cent of the sponsorship revenue so far committed to Uefa’s men’s national team football sponsorship programme over the eight years from 2022 to 2030.

SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company's sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.

The 2024 Motorsport Data Snapshot analyses new sponsorship deals and extensions announced by Formula 1, Formula E and MotoGP.

Fanatics has agreed a multi-year deal with the R&A to take over the golf organisation’s physical and online retail operations.

Kaizen Gaming’s international sports betting and casino brand Betano has continued its aggressive sponsorship spending spree, extending its sleeve agreement with Portuguese Primeira Liga side Benfica.

Formula E CEO Jeff Dodds says the electric series has offset the loss of sponsors like Heineken, Hugo Boss and Tag Heuer at the end of last season with new sponsorship and supplier deals with Infosys, PIF and Bridgestone.

Virtual advertising technology firm Supponor and TGI Sport, the tech-led sports media agency part owned by Bruin-Capital, are planning to build a new remote operating centre together in South America to better serve the region.

Formula E has signed its second successive sponsorship deal in the artificial intelligence (AI) category in the space of two months, announcing a three-year agreement with Infosys.