Matthew Glendinning

American Football

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.
American Football

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Indian tyre company BKT has become title partner of French club football’s leading cup competition, the Coupe de la Ligue, for the next six seasons from 2018-2019 to 2023-24.
Football

International courier FedEx Express has renewed its Uefa Europa League sponsorship for the 2018-2021 seasons. FedEx Express has been the main sponsor of the Europa League for the last three seasons
American Football

Casino and sportsbook operator MGM Resorts will become the first ‘Official Sports Betting Sponsor’ and investor in a new American Football league, ‘The Alliance of American Football’. Unde
Rugby Sevens

Global bank HSBC has renewed its Sevens Series title sponsorship with World Rugby from 2019-20 to 2022-23.

The NFL and NCAA have issued a joint statement calling for federal standards on sports betting
Esports

A leading sponsor of a Supercars team in Australia has invested a chunk of its marketing budget into three major esports sponsorships
Tennis

Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  
Football

Japanese tyre brand Falken has revealed the names of the 21 European clubs with which it has signed Official Tyre Partner deals for the 2018-19 season