DP World Tour tees up OMP category with Buffalo Trace
The DP World Tour has agreed it first ‘Official Marketing Partner’ (OMP) sponsorship deal with whiskey brand Buffalo Trace, mirroring the long-held OMP category on the PGA Tour.
Betano picks Villa to ‘punch above its weight’ in UK market entry
Betano is using its front-of-shirt deal with Aston Villa to support its launch in the UK. Matthew Glendinning speaks to Julio Iglesias Hernando, chief commercial officer for the betting firm, and Villa's president of business operations, Chris Heck.
Al Hilal seeks to diversify portfolio with international brands
SportBusiness Sponsorship speaks to Sultan bin Abdulaziz Alsheikh, chief commercial officer for Saudi Pro League side Al Hilal, about a strategy to target more international brands and diversify its portfolio away from PIF-owned entities.
Wolves end Castore deal, expected to switch to new Sudu brand
Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.
‘The BKT Heartbeat Challenge’ – BKT and Euroleague Basketball
BKT Tires created the 'BKT Heartbeat Challenge' campaign to drive fan engagement around a ranking of EuroLeague's most vocal supporters.
MSC Group-owned Explora Journeys signs global America’s Cup deal
Explora Journeys, the new luxury ocean travel brand of the MSC Group, has signed its first major sports sponsorship deal, becoming the seventh Global Partner of the 37th America’s Cup.
Google Pixel sees ‘spike in consideration’ through UK football deals
Google marketing executive Eileen Mannion explains how a Liverpool goal celebration inspired a social media frenzy for the company's Google Pixel mobile phone brand.
Fortinet signs Espai Barça cybersecurity deal
A three-season deal between FC Barcelona and US company Fortinet is the latest technology-led cybersecurity agreement with a Spanish football club in a sector also particularly active in golf
Zeekr ramps up European hires alongside Diamond League deal
Chinese electric car brand Zeekr is looking to fill major marketing and brand positions in Europe as it backs an awareness drive that includes sponsorship of the Diamond League
BYD takes regional option in Copa América play
Chinese electric car leader BYD has signed as regional sponsor of the 2024 Copa América in a deal that could include digital overlay technology at the tournament for the first time.