Manchester United confirms Snapdragon front-of-shirt deal
Manchester United has confirmed an “expanded strategic collaboration with Qualcomm Technologies” that will see the company’s Snapdragon brand take over the main shirt deal from 2024-25.
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Bitburger returns to national stage with Euro 2024
German beer company Bitburger has signed as an ‘Official National Partner’ of Euro 2024 – making the Bitburg-based brand the exclusive beer in all stadiums at the tournament.
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Hugo Boss swaps Formula E for key Formula 1 team role
Fashion brand Hugo Boss has revealed it is to focus solely on Formula 1, ending its long-term association with the Formula E electric racing car series
Molten and Smart extend as Fiba ‘Global Partner’
Japanese basketball brand Molten and Philippine mobile services provider Smart Communications have extended their 'Global Partner' agreements with the International Basketball Federation (Fiba)
‘Wear la Rose’ – O2 and England Rugby
SportBusiness Sponsorship speaks to Gareth Griffiths, director of partnerships and sponsorship at Virgin Media O2, about how the brand is activating its England Rugby sponsorship deal at the Rugby World Cup.
Socios extends and expands Juventus agreement
Fan token platform Socios has extended and expanded its sponsorship agreement with Italian football club Juventus in a multi-year deal
Betpawa expands controversial ‘player bonus payment’ sponsorship to Uganda
African betting operator Betpawa will pay cash tokens to all players on winning teams in Ugandan second-tier league matches as part of a controversial new sponsorship deal with the Ugandan football association…
Forest reduces eight-figure asking price to secure Kaiyun deal
Nottingham Forest’s two-year deal with Asian betting brand Kaiyun was agreed after the club contacted two other Premier League teams with links to the brand for due diligence.
New York the prize for Citi’s Ryder Cup investment
Citi aims to make gains from Ryder Cups in Italy and the US with the 2025 event in New York targeted for its fullest activation.
Old El Paso signs with Australian Olympic Committee
General Mills-owned Mexican food brand Old El Paso has become an official partner of the Australian Olympic team for the Paris 2024 Olympic Games