Ben Cronin

Esports
Media

The Sony Group has announced a multi-year agreement to become a founding partner of the Saudi-backed Esports World Cup, which takes place this summer in the kingdom’s capital city, Riyadh.
Tennis
Sponsorship & Marketing

Brazilian bank Itaú Unibanco has agreed a four-year extension to its presenting sponsorship deal with tennis’ Miami Open.
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Football
Sponsorship & Marketing

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Horse Racing

The Jockey Club is in the market for a title sponsor for next year’s Cheltenham Festival as it embarks on a strategy to combine its sponsorship assets into a more ‘holistic’ offering for brands.   
Football
Sponsorship & Marketing

Fifa is locked in a dispute with Dalian Wanda, one of its highest-paying sponsors, and has ceased activating the company’s sponsorship rights after the company missed scheduled payments in its contract with the federation.
Football

Inter Miami has reaped the benefits of signing Lionel Messi by striking the most valuable shirt sponsorship deal in Major League Soccer. SportBusiness Sponsorship analyses the league's shirt sponsorship market and league-level marketing category.
Football
Sponsorship & Marketing

Serie A has agreed a five-year extension to its contract with the Interregional Sports Group (ISG) that sees the specialist agency deploy virtual advertising across all 380 matches in the Italian topflight.
Football
Sponsorship & Marketing

Castrol has served notice that it won’t extend its sponsorship of the Premier League when it expires at the end of the current season.
Football
Sponsorship & Marketing

TGI Sport, the virtual advertising technology, media and marketing company part owned by Bruin Capital, is to provide an ‘end-to-end’ virtual advertising solution for the Spanish Football Federation (RFEF).