Castore lands North American first with NLL kit deal
Castore has landed its first centralised deal with a professional sports league in North America, striking a long-term agreement with the National Lacrosse League
Red Bull adds Everton to Premier League portfolio
Energy drinks giant Red Bull has agreed a sponsorship deal with Everton FC, its second agreement with a Premier League club in a week
Nascar ups esports interest with innovative Blast sponsorship
US motor-racing series Nascar has signed a commercial deal with esports tournament organiser Blast, a rare example of a traditional sports property sponsoring a gaming one
Pernod Ricard forced into embarrassing PSG U-turn
Pernod Ricard has pulled its sponsorship of Paris Saint-Germain after just three days following a fierce backlash from football fans in Marseille, from where the drinks company hails.
Eli Lilly strengthens Fever ties with Clark deal
Eli Lilly and Company, the Indiana-based medicine firm, has signed a multi-year endorsement deal with WNBA star Caitlin Clark
Hunter swaps E1 for CWI commercial post
Cricket West Indies (CWI) has appointed experienced UK sports industry executive Rupert Hunter as its new chief commercial officer, SportBusiness can reveal.
Stommel leads new-look Sportfive women’s football arm
Sportfive has established a dedicated sales division for women's football, as agency competition in the space intensifies.
RFEF adds to commercial unit with Plaza hire
The Spanish Football Federation (RFEF) has appointed former Real Madrid executive Ramón Plaza Bautista as commercial and business development manager.
Jack Link’s joins Nascar sponsorship roster
American snack company Jack Link's has signed up as an official partner of Nascar in a multi-year deal that begins in 2025
Bayer 04 eyes stadium upgrades to meet sponsor demand
MG Motor’s decision to upgrade its sponsorship of Bayer 04 Leverkusen after just eight months is illustrative of the club’s growing commercial clout after a stellar unbeaten domestic season.