Matthew Glendinning

New York Road Runners, the body which organises the New York City Marathon, is overhauling its sponsorship structure by reducing the number of partners in its top two sponsorship tiers, signing longer-term deals, and bringing more sponsorship to its other events.

German football’s Bundesliga will earn around €35.55m ($47.6m) from its central sponsorship partners in the 2013-14 season, a 28.3-per-cent increase on the 2012-13 season.

Euroleague Basketball is searching for two brands to take its roster of second-tier Premium Partners to six, and aims to scrap sponsorships previously sold around its season-ending Final Four tournament and Game of the Week broadcast.

The Rugby League World Cup 2013, currently being hosted by England and Wales, will make £2m (€2.4m/$3.2m) to £3m in sponsorship revenue, according to Sports Sponsorship Insider research.

The French football league, the Ligue de Football Professionnel, is planning to create several new sponsorship packages - a title sponsorship, a technology partner, and some regional partners.

The French football federation, the Fédération Française de Football, expects to increase its national team sponsorship revenue by between 10 and 15 per cent in its next cycle, to about €72m ($96.5m) per year, with a host of deals set to be agreed in the coming months.

Fifa marketing director Thierry Weil expects brands from five sectors to take up the majority of the federation’s new Regional Supporter sponsorships: insurance, telecommunications, railways/ground transportation, logistics and real estate.

Uefa hopes to make around 25 per cent more sponsorship revenue from its Champions League deals in the next cycle, 2015-16 to 2017-18, and also aims to increase Europa League sponsorship income, thanks to several new features in its sales strategy.

The International Rugby Board more than doubled its income from logistics firm DHL in a sponsorship renewal last month.

Telecommunications company O2 is focusing its entire UK sponsorship efforts on its relationship with England Rugby and its Priority Sports programme.

This month’s issue of Sports Sponsorship Insider debunks the myth that everything Manchester United’s commercial team touches turns to gold. W

Korean electronics giant Samsung has changed its head of global sports marketing since London 2012