Lacoste adds Paris Masters to tennis portfolio
French sports brand Lacoste has become a ‘Premium Partner’ of the Rolex Paris Masters until 2030 in a deal with the French Tennis Federation (FFT).
PTO selects Two Circles for ‘non-endemic’ sales
Sports marketing agency Two Circles has been selected to manage sponsorship sales for the new T100 Triathlon World Tour in an extension of its relationship with the Professional Triathletes Organisation…
DP World extends Ryder Cup rights
Logistics company and European Tour title sponsor DP World has renewed as a 'Worldwide Partner' of the Ryder Cup through the 2027 competition
Nike deal takes NBA income to new heights
Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…
Kraken’s trio of sleeve deals driven by reach and experiential rights
SportBusiness Sponsorship provides detailed analysis of crypto exchange Kraken's three sleeve sponsorship deals with Tottenham, Atlético Madrid and RB Leipzig.
‘Expect to see a lot more in 2025’ | Mayur Gupta, Kraken
Mayur Gupta, chief marketing officer for cryptocurrency exchange Kraken, explains why the company sponsors properties like Tottenham Hotspur, Atlético Madrid and the Williams F1 team.
Lenovo claims seventh Fifa Partner position
Chinese technology company Lenovo has signed as a top-tier sponsor for the coming World Cup cycle, taking over the seventh Fifa Partner berth with world football’s governing body.
Esportes da Sorte wins back sponsor licence
Brazilian betting operator Esportes da Sorte has been cleared to continue as a major sponsor of club football in the country – just beating the national deadline for the issuance of betting operator l…
Memorial-Hermann upgrades to Rockets jersey patch
The NBA’s Houston Rockets has struck the league’s first jersey patch deal with a hospital provider – a health sub-sector that has become a major sponsorship player among major US sports leagues.
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F1 subject of fake Asian betting sponsor claim
Formula One has been the subject of false claims by an Asian online casino over a regional sponsorship deal, SportBusiness understands.