DFB renews major Volkswagen sponsorship, adds Klarna
The German Football Association is set to announce the renewal of its major sponsorship agreement with Volkswagen, SportBusiness understands.
ATP avoids category conflict with Yokohama deal
The Association of Tennis Professionals has succeeded in its long-term ambition of identifying a sponsor from the tyre sector through its new agreement with Yokohama Tire.
NRL’s Dolphins cuts back Alternaleaf sponsorship over advertising breach
The Dolphins National Rugby League team has been forced to downgrade its sponsorship agreement with medicinal cannabis sponsor Alternaleaf over breaches of Australian advertising laws,
IPL central sponsorship deal values soar in new commercial cycle
The 2024 edition of the Indian Premier League has raised more than three-quarters of the central sponsorship income it generated in 2023, despite having half as many sponsors.
Microsoft recommits to Billie Jean King Cup with sponsorship extension
The International Tennis Federation has announced that Microsoft has renewed its sponsorship of the Billie Jean King Cup.
Nike staves off Adidas to retain FFF kit supply rights
Nike has secured another massive victory in holding off Adidas to retain kit supply rights with the French Football Federation (FFF).
Fifa forges closer ties with Saudi Arabia through Aramco global sponsorship
Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.
Real Madrid signs up Ouro as regional sponsor
Real Madrid has announced a new regional sponsorship deal with financial services and technology firm Ouro
‘Title partnerships have the most impact for us’ | Michelle Taylor, TCS
Michelle Taylor, head of sports sponsorship at Tata Consultancy Services, explains why the firm has focused its sponsorship spending in marathon running and the Jaguar Racing Formula E team.
Centrum extends Botafogo sleeve sponsorship
Brazilian football club Botafogo has announced a one-year extension of its sponsorship deal with Centrum