Seat renews with RFEF cup competitions
Spanish car brand Seat has renewed with the Royal Spanish Football Federation (RFEF) as an official sponsor of the men’s Copa del Rey and women’s Copa de la Reina club competitions.
Extra broadcast features drive Aon’s PGA Tour extension
The evolution and expansion of sponsored broadcast features was key to the extension of professional services firm Aon’s ‘Official Marketing Partner’ agreement with the PGA Tour.
IOC signs AB InBev to first TOP Partner deal with alcohol company
The International Olympic Committee has signed its first-ever Worldwide Olympic Partner (TOP) deal with an alcoholic drinks manufacturer in a ground-breaking agreement with brewing group AB InBev that…
Woods split could signal shift in Nike’s golf strategy
The conclusion of the 27-year-old relationship between Tiger Woods and Nike has raised questions for both parties in terms of their future role in the golf shoe and apparel business
Corinthians-VaideBet shirt deal sets Brazilian club record
Campeonato Brasileiro Série A club Corinthians has signed the “largest master sponsorship contract" in the history of Brazilian football with online betting company VaideBet.
BingX acquires Chelsea sleeve, training kit rights
Cryptocurrency exchange BingX has signed as Chelsea’s shirt sleeve sponsor for the rest of this season and as training kit sponsor next season.
‘Mission Masterclass’ – Enterprise Rent-A-Car and the Uefa Europa League
US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.
São Paulo and Bahia strike new stadium naming deals
Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil
The 2023 Sponsorship Works Activations Casebook
The 2023 Sponsorship Works casebook contains 15 case studies: our pick of those sponsorship activations from the last 12 months which demonstrated best practice in planning and delivery.
Cognizant replaces Honda as ‘Classic’ title sponsor
Professional services company Cognizant has become title sponsor of the PGA Tour golf tournament formerly known as the Honda Classic