Adidas enters ‘strategic partnership’ with Saudi-owned Sela
Adidas has entered into a global partnership with Saudi-owned event, retail and rights company Sela focusing on “strategic collaborations and joint developments”.
Porsche can take 10.4-per-cent stake in VfB Stuttgart, says DFL
The German Football League (DFL) and Germany’s Federal Cartel Office have ruled that Porsche will be able to take a 10.4-per-cent stake in Bundesliga club VfB Stuttgart.
Fifa announces Visa extension in deal covering 2026 World Cup
Fifa has officially announced an extension of its top-tier sponsorship agreement with Visa, expanding its existing deal with the payment services brand that covers its women’s football competitions.
AEG consolidates three venues into one deal with Uber naming pact
AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.
Bruin-owned TGI Sport acquires cricket talent agency Insignia
TGI Sport, the virtual advertising technology, media and marketing company part owned by Bruin Capital, has continued its aggressive acquisition push in the talent representation market, concluding a deal to buy cricket management agency Insignia Sports International.
Wow Hydrate continues to expand portfolio with West Ham Women deal
Essex-based sports drink manufacturer Wow Hydrate has announced a sponsorship agreement with West Ham United’s women’s team.
EA Sports extends Bundesliga deal until 2027
EA Sports has agreed to a two-year extension to its long-standing sponsorship and licensing agreement covering the German Bundesliga and 2. Bundesliga, meaning the deal will now run to at least 2027.
Manchester United deal supports Wow Hydrate’s push into Mena and Europe
Wow Hydrate aims to use its sponsorship agreement with Manchester United to ‘elevate recognition’ among consumers and distributors and support its push into Mena and Europe, says managing director Queenie Porter.
Unilever adds to football portfolio with two-year CAF deal
Unilever has added to its already significant football sponsorship portfolio by agreeing a deal to sponsor the Confederation of African Football’s (CAF) forthcoming men’s Africa Cup of Nations tournament in the Ivory Coast and its women’s equivalent in Morocco in 2024.
Stade Français agrees Dropbox deal
Top 14 rugby union side Stade Français Paris has agreed an Official Partner-level deal with San Francisco-based file-sharing company Dropbox.