Kellogg’s grows football presence with Manchester City sponsorship
Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
Hornets take rights fee hit on Feastables patch deal
The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.
Cole shakes up Xylem’s CFG sponsorship strategy
US-based water technology company Xylem is shaking up and reframing its sponsorship of City Football Group clubs under new head of brand and partnerships Fiona Cole.
St. Louis Cardinals extends Busch Stadium naming rights deal
The St. Louis Cardinals Major League Baseball franchise and hometown brewing giant Anheuser-Busch have agreed to a five-year extension of their long-term marketing agreement through 2030
BMS replaces Westpac on Queensland Reds jersey
Australian Super Rugby Pacific team Queensland Reds has named global insurance broker BMS Group as its new front-of-jersey sponsor in a four-year agreement, from 2024 to 2027
Carvana makes MLS play with Chicago Fire shirt sponsorship
US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire
Mlily extends with Manchester United
Manchester United has extended its global sponsorship agreement with Chinese mattress and pillow manufacturer, Mlily
‘Beyond Boundaries’ – DP World and the ICC Cricket World Cup
SportBusiness Sponsorship looks at how DP World activated its sponsorship agreement covering this year's ICC Cricket World Cup.
UniqFEED names Esporsa as marketing partner in the Middle East
Swiss virtual advertising technology and service provider uniqFEED and United Arab Emirates-based sports marketing agency Esporsa have struck a partnership deal to provide virtual advertising technology…
New Balance agrees ‘exclusive’ kit deal with São Paulo in Brazil
New Balance will take over from Adidas as the kit supplier to Brazilian club São Paulo from January 2024 in a deal that makes the sports brand exclusive to the club in Brazil.