Cadbury commits to long-term Wallaroos backing until 2029 RWC
The dividends are starting to pay off for Rugby Australia's huge hosting programme as Cadbury has agreed a new six-year sponsorship to be the 'Principal Partner' of the women's national team, the Wallaroos.
Walker returns to tennis with ATP role
Former Women's Tennis Association (WTA) executive Andrew Walker has returned to the racquet sport in a new role with the Association of Tennis Professionals (ATP)
International brands drive sponsorship economy in Australia and New Zealand
Sport in Australia and New Zealand remains overwhelmingly reliant on international sponsors according to SportBusiness Sponsorship’s latest Australia and New Zealand Data Snapshot.
Bank of Ireland renews four Irish rugby sponsorships
The Bank of Ireland has announced five-year extensions to all of its sponsorships agreements with Ireland's four professional rugby teams: Ulster, Munster, Leinster and Connacht
Uefa launches match officials kit RFP for new cycle
Uefa is inviting sportswear brands to register their interest in supplying match official kits for the next commercial cycle from 2025 until 2029
LFP almost doubles Ligue 1 title sponsorship revenue with new McDonald’s deal
McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Adidas ‘eyeing up’ battle with Puma for Jamaica athletics kit supply deal
Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
EFL agrees multi-year extension with EA Sports
The English Football League (EFL) has announced a five-year extension of its sponsorship and licensing deal with EA Sports
ATP continues sponsorship drive with new Yokohama Tire deal
The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.
Michelob deepens golf association through PGA of America extension
Anheuser-Busch InBev's strategy to position Michelob Ultra as the aspirational sports beer of choice has been further cemented through the company's renewal of its sponsorship deal with the PGA of America.