UFC signs up gaming company Spribe
Smartphone gaming company Spribe has signed a multi-year sponsorship with the Ultimate Fighting Championship (UFC) mixed martial arts organisation, giving Spribe significant exposure at UFC events
Hotels.com adds Atlanta Hawks deal to NBA sponsorship
The NBA’s Atlanta Hawks and Hotels.co
Bayer Leverkusen appoints Giammarioli to international role
German Bundesliga club Bayer 04 Leverkusen has appointed former Nivea for Men sponsorship executive Leonardo Giammarioli as the club’s new head of internationalisation.
SWM Motorcycles makes Inter Milan return
Italian Serie A club Inter Milan has added motorcycle company SWM Motorcycles to its ‘Official Partner’ portfolio for the 2023-24 season.
Salomon ups sponsorship profile as Milan-Cortina 2026 ‘Premium Partner’
French outdoor sports brand Salomon has made its biggest sponsorship deal to date by signing as a top-tier ‘Premium Partner’ of the Milan-Cortina Winter Olympics in 2026.
Lazio targets Rome’s ‘Expo 2030’ candidate bid for front-of-shirt slot
Italian Serie A club SS Lazio is set to take sides in the host city contest for ‘Expo 2030’ by accepting the Rome bid as its main shirt sponsor.
LA Tourism seeks Covid bounceback with sponsorship strategy
LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.
CAF adds Visa to Afcon portfolio in direct deal
The Confederation of African Football (CAF) has signed Visa as the ‘Official and Exclusive Payment Partner’ for CAF national team competitions.
Coca-Cola extends and expands AEG deal across LA-based properties
Coca-Cola North America and local bottling partner Reyes Coca-Cola Bottling have renewed their more than decade-long sponsorship agreement with sports and live entertainment company AEG
South Australia tourism body leverages LIV Golf event to boost visitor numbers
SportBusiness Sponsorship examines how the South Australian Tourism Commission leveraged a sponsorship deal with LIV Golf to make South Australia a destination of choice for international and domestic visitors.