Heineken looks to millennials and Gen-Zs in new Formula E deal
Santander Germany: At home with Mönchengladbach partnership
Alibaba: Multiple objectives behind sports investment drive
Sponsorship deals from September 29 to October 26
A round-up of the key sponsorship deals signed around the world
Santander reinvests in resurgent Mönchengladbach
The German subsidiary of Spanish banking group Banco Santander has renewed its second-tier partnership with resurgent Bundesliga club Borussia Mönchengladbach in a five-year deal from 2017-18 to 2021-22.
Alibaba builds college culture around Pac-12 China Game
Chinese e-commerce giant Alibaba has renewed as the Presenting Sponsor of the annual Pac-12 China Game for four years from 2017 to 2020.
Orange goes deeper into French football with four-year FFF deal
Orange, the former state telco of France, this month agreed a deal to become a Main Partner of the Fédération Française de Football, the French football federation, for the next rights cycle.
Modelo opens up beer category for UFC regional deals
Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.
The Wembley Cup with EE: Portrait of an activation
The success of last weekend’s 'Wembley Cup with EE', the third annual exhibition match between two YouTuber tribes, with a few football legends thrown in, presents an interesting problem for the event’s title sponsors and organisers, the UK network operator EE.