LA Lakers adds Poppi as soda sponsor
The Los Angeles Lakers has agreed a new sponsorship with soda beverage brand Poppi.
The deal marks Poppi's first in sport
Amex finalises F1 sponsorship upgrade
American Express has added a host of experiential rights to its Formula 1 sponsorship after finalising its upgrade from a regional deal to a multi-year global agreement.
Binance returning to sponsorship after turbulent year
SportBusiness Sponsorship speaks to Sarah Dale, global head of partnerships for crypto exchange Binance, on why football and F1 are top of her priority list.
Women footballers urge Fifa to axe Aramco deal
Fifa has come under fire for its sponsorship deal with Saudi oil giant Aramco after more than 100 female footballers signed a scathing letter urging the governing body to ditch the agreement.
Unilever sees benefit of multi-brand sponsorship approach
SportBusiness Sponsorship speaks to Willem Dinger, global head of sport and entertainment partnerships at Unilever, and Kathryn Swallow, global brand vice president for the company's Rexona deodorant brand.
French Olympic renewal for embattled Le Coq Sportif
Despite loaning funds to help Le Coq Sportif fulfil its Paris 2024 kit supply commitments, the French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF) have chosen to renew with the embattled sportswear brand.
Snickers signs Al-Nassr training kit deal
Saudi Pro League club Al-Nassr has announced a new global sponsorship with chocolate bar brand Snickers
NBA adds Rhone to sponsor roster
The National Basketball Association (NBA) has announced its third sponsorship deal in a week with the addition of Rhone
RFU renews with Kitman Labs, expands remit
The Rugby Football Union (RFU) has extended its agreement with performance data platform Kitman Labs on a multi-year term
Australian Open agrees Waterdrop sponsorship
The Australian Open has become the first tennis grand slam to sign a sponsorship with Waterdrop