Corpay strikes LIV Golf sponsorship
Business payments company Corpay has signed as the ‘Official Corporate FX Provider’ of LIV Golf.
AB InBev passed on LA28 before agreeing IOC deal
AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.
Woods and TaylorMade reveal ‘Sun Day Red’ lifestyle brand
Tiger Woods and his clothing and shoe line partner TaylorMade have revealed the new name and logo combination for their nascent "active premium lifestyle" brand
Randstad France backs French Athletics
Human resources group Randstad France Group has signed as the ‘Official Partner’ of the French Athletics Federation (FFA) and of the French relay teams.
Dream11 extends NBA fantasy league deal in India
Fantasy sports platform Dream11 will continue to be the official fantasy gaming partner for the National Basketball Association (NBA) and Women’s National Basketball Association (WNBA) in India.
‘Rookie Mistake’ and ‘Almost Champions’ – Mars and Super Bowl LVIII
Mars Snacking delivered an augmented reality experience to activate its NFL sponsorship rights at Super Bowl LVIII.
Women’s Euro 2022 generated commercial income hike but remains loss-making
Uefa has reported a massive hike in commercial revenue for the 2022 Women’s Euro, despite continuing overall losses for the tournament after distributions are taken into account.
Adidas continues Saudi market grab with Al Nassr kit deal
Adidas has bolstered its dominant position in the Saudi Arabia football market by securing the kit supplier rights to Saudi Pro League club Al Nassr in a three-year deal from the 2024-25 season
Strategic alliance aids FedEx in Open de France title deal
Logistics company FedEx has expanded its footprint in professional golf to become title sponsor of the Open de France tournament in a deal facilitated by the DP World Tour’s strategic alliance with the P…
Voumard explores new sectors to maintain TOP momentum
IOC commercial chief Anne-Sophie Voumard believes the inclusion of AB InBev's non-alcoholic beer brand Corona Cero into its sponsorship portfolio highlights its ability to respond to evolving industries.