Matthew Glendinning

Škoda Auto has doubled down on its sponsorships profile in road cycling by extending as a main sponsor of the Tour de France and La Vuelta Grand Tour races for both men and women.

The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.

Danish windows group Velux has signed as a sponsor of four RCS Sports and Events-managed road cycling races, including the Giro d’Italia Grand Tours event.

China-based solar and hydrogen solutions company Longi has extended its global sponsorship with the ATP Tour, first signed in April 2023

Swissquote has become the second standalone sponsor of the Uefa Europa League and Uefa Conference League to renew for the next commercial cycle from 2024-25 to 2026-27

LIV Golf and sports trading card group Panini Group have signed a multi-year licensing agreement making Panini the exclusive trading card partner for the LIV Golf League

FedEx’s investment as title sponsor of the Open de France golf tournament can be credited directly to the DP World Tour’s commercial partnership with the PGA Tour.

Technology company Qualtrics has extended its ‘Official Experience Management Software Partner’ agreement with Manchester City.

The NBA will allow sponsors to make an extra on-court impact this weekend, at the first All-Star Saturday Night line-up to include a full-LED video sports floor made of glass

Business payments company Corpay has signed as the ‘Official Corporate FX Provider’ of LIV Golf.