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
Formula One team McLaren Racing has raised more than £10m (€11.6m/$12.9m) through new deals with British American Tobacco and US soft drink giant Coca-Cola, according to industry sources.
Kenyan bookmaker SportPesa is paying $8m (€7.1m) in year one of its two-year title sponsorship deal with Formula One team Racing Point, and $12m in year two, SportBusiness Sponsorship has learned.
Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028
Inside this issue: ESPORTS: Coca-Cola signs as first non-endemic Global Partner of Overwatch League CRICKET: Comeback Kings retain full roster, MS Dhoni drives business
Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.