Matthew Glendinning

PepsiCo-owned sports drink brand Gatorade will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.

Inside this issue: FOOTBALL – Brazilian club football sponsorship in freefall after Caixa exit FOOTBALL – Ma’s influence key to Alipay’s Uefa national team strategy FOOTBAL

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.

The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.

US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.

Inside this issue: FOOTBALL – Barclays pays up to seize Women’s Super League opportunity FOOTBALL – AXA upgrades to Liverpool training kit partner TENNI

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Inside this issue: MOTORSPORT – McLaren Racing adapts to corporate aims of BAT, Coca-Cola MOTORSPORT – SportPesa gets first-year discount in Racing Point F1 title deal FOO

MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8