World number one Alcaraz becomes Louis Vuitton ambassador
Carlos Alcaraz, the world's number one men's tennis player, has become a global ambassador for French fashion label Louis Vuitton
BMO is first brand on board under new Fifa-Concacaf pact
BMO, the Canadian multinational financial services company, has signed a wide-ranging regional sponsorship deal with Fifa that covers the upcoming Women's World Cup and national team competitions run by…
Betclic teams up with UFC in betting, presenting partner role
The Ultimate Fighting Championship has signed up Betclic, the online gambling and sports betting operation, as its 'Official Betting Partner' in France, Poland and Portugal
Pelicans become first NBA team to tap Australian commercial market
The New Orleans Pelicans of the National Basketball Association has struck a first-of-its-kind global partnership with TripADeal, the Australia-based online travel agent
Eli Lilly renews with Team USA, NBC and adds LA28 partnership
Eli Lilly, the global pharmaceutical company, has renewed its sponsorship deal with the United States Olympic & Paralympic Committee (USOPC) and struck a partnership for the Los Angeles 2028 Olympic and…
Creativity in sponsorship partnerships key to Polish FA’s revenue drive
The Polish Football Association (PZPN) has laid out plans to increase its commercial revenues by 30 per cent over the next four years, with a particular focus given to opportunities in the sponsorship…
Oracle commits to SailGP to 2026, puts name to LA race
Oracle, the US technology giant, has extended and expanded its commercial agreement with the SailGP series until the end of the 2026 season
Norwegian football bodies halt sponsor ties over Mondelēz Russia links
The Norwegian Football Federation (NFF) and Toppfotball Kvinner (TFK), which manages the top two women’s divisions, are among a number of organisations in the country to suspend sponsorship deals with F…
Infront France MD Jeanne to take top sponsorship role at Emirates
Jean-François Jeanne, managing director of Infront France, is to leave the agency later this year after more than a decade to join Emirates as vice-president of global sponsorship and events.
FIH eyes more free-to-air deals as profits grow
The International Hockey Federation (FIH) wants to prioritise media rights deals with more free-to-air broadcasters in a bid to grow exposure for the sport, after the governing body recorded a second consecutive…