Plank-led Under Armour cedes Auburn sponsorship to Nike
Under Armour has shed the Auburn Tigers from its once bulging college sports portfolio just days after Kevin Plank – the architect of the brand’s original college sports team acquisition programme – returned to his seat as chief executive.
A-League Women’s title search boosted by Women’s World Cup
The sale of title sponsorship rights to A-League Women, Australia’s professional women’s football league, was deferred to October last year to determine the value of staging Fifa’s showcase tournament in the country.
Kumho Tire USA signs with Formula Drift
The US sales and distribution arm of South Korean tyre company Kumho Tire has signed as the official tyre supplier to the Formula Drift motorsports series and a sponsor of the Formula Drift Pro Championship
Select renews as EHF’s official ball supplier
Danish sporting goods brand Select Sport has renewed its agreement with the European Handball Federation (EHF) as the supplier of official match balls and resin for the continent’s top national team e…
Barclays leads dramatic rights fee trend in women’s football
Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.
Progressive Field extension highlights MLB’s appeal to insurers
Progressive Insurance has reinforced its top-three position in the US car insurance sector by extending its stadium naming-rights deal with baseball’s Cleveland Guardians through the 2036 season.
Barclays set for WSL title renewal
Global bank Barclays is believed to be close to finalising a title sponsorship renewal with the Women’s Super League (WSL).
The Daily Telegraph has reported that the bank is set to pay £9m ($11.4m/€10.5m)
Content partnership drives TikTok’s Juventus Women deal
The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
Hummel: Challenger brand aims to create buzz in US football market
Danish sports brand Hummel aims to break into the US football market by using strategies that it has already deployed in Europe, Hummel chief executive Allan Vad Nielsen has told SportBusiness Sponsorship.
Texas Rangers makes owner-linked patch deal with Energy Transfer
World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer