Matthew Glendinning

Spanish LaLiga club Barcelona has extended its sponsorship agreement with Turkish home appliances brand Beko for three seasons, from 2018-19 to 2020-21.

Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.

Bundesliga International, a subsidiary of the German Football League, and bookmaker Tipico have signed the first partnership between the league and a private betting company.

Chinese telco China Unicom has become the Official Telecommunication Services Partner of the Beijing 2022 Olympic and Paralympic Winter Games in deal valued in the high tens of millions of dollars.

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Rolex-owned luxury watch brand Tudor’s new seven-year partnership with World Rugby is comfortably the biggest deal the global governing body has signed with a timing partner.

German luxury car brand BMW has signed a multi-year extension to remain Official Vehicle Partner of the Formula E race series as it continues to press its claim as a leader in the electric mobility sector.

French tyre manufacturer Michelin has paid a single-digit percentage fee increase to extend its sponsorship and tyre supply agreement with MotoGP from 2019 to the end of the 2023 season.