Matthew Glendinning

Football

UK consumer products group Unilever has become a first-time sponsor of the Conmebol Copa América, hosted this year in the US, as it gears up for a potential hat-trick of major football events in North America – its biggest market.
Motorsport

Melissa Noakes, head of sponsorship and events for Santander UK, explains how the banking brand leverages global sponsorship assets at a national level and why the brand ceased its sponsorship activities in football.
Football

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Football

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Cycling

Italian luxury food retailer Eataly has joined the Giro d’Italia as the top sponsor of the white jersey worn by the best young rider at the Grand Tour road cycling race.
Road Cycling

French consumer credit company Cofidis will continue to sink more than €10m ($10.7m) per year into its men's, women's and paracycling teams through 2028, despite limited success on the road in recent years.
Multiple Sports

Sport in Australia and New Zealand remains overwhelmingly reliant on international sponsors according to SportBusiness Sponsorship’s latest Australia and New Zealand Data Snapshot.
Basketball

Fashion brand Karl Lagerfeld has signed a one-season collaborative agreement with Fiba 3×3, the three-a-side basketball form sanctioned by world basketball’s governing body.
Multi-sport

The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).
Multiple Sports

Creative Artists Agency (CAA) has appointed Alex McGuire to oversee CAA’s Sports Media representation efforts throughout the UK and Europe.