Serie A derives marketing benefits from Made in Italy deal
Italy’s Ministry of Foreign Affairs and International Cooperation will use players from each of Serie A’s 20 clubs to promote Italian-made products in a series of TV and digital media adverts as part of its sponsorship deal with the Italian top-flight.
EXCLUSIVE: Premier League seeks new beer sponsor as Budweiser exits
The Premier League is in the market for a new beer sponsor after AB InBev gave notice that its Budweiser brand will not extend its Official-Partner-level deal when it expires at the end of the current season.
Carlsberg extends record-breaking Liverpool deal in 10-year renewal
Carlsberg has extended its sponsorship agreement with Liverpool FC for ten more years, taking the longest-running sponsorship agreement in the Premier League into a fourth decade.
Unilever adds to national team football portfolio with Euro 2024 deal
Global consumer goods giant Unilever has added to its national team football sponsorship portfolio, agreeing a deal to sponsor Uefa Euro 2024
Orsen agency looks to space with Metavisionaries contract win
The Orsen sports marketing agency has secured the contract to identify sports and entertainment sponsorship opportunities for Metavisionaries, the space research organisation staffed by former Nasa scientists.
‘Being a woman shouldn’t be risky’ | Virginie Berçot, AXA
AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.
Newcastle United agrees InPost parcel delivery deal
Newcastle United will install bespoke parcel lockers outside its St James’ Park stadium as part of a new sponsorship deal with out-of-home delivery provider InPost.
EXCLUSIVE: Bayern and Adobe end sponsorship one year into three-year contract
Bayern Munich and Adobe have decided to end their sponsorship agreement by mutual consent, just one year into a three-year contract.
Monster Energy switches allegiance from Mercedes to McLaren
Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.
‘You’re in a start-up that has a 100-year history’ | Zarah Al-Kudcy, Chelsea Women
Chelsea Women's new commercial director Zarah Al-Kudcy describes the sponsorship proposition for the reigning WSL champions and the differences from her previous role as head of commercial partnerships at Formula 1.