Industry experts estimate Japanese tyre brand Bridgestone will pay about $10m (€8.8
German luxury car brand BMW will commit over $60m (€53m) to its Ryder Cup and European Tour golf sponsorships over the four-year period from 2019 to 2022, after signing four renewals in November.
SportBusiness Sponsorship understands there was a small increase in the value of Pirelli’s renewed deal as Formula One’s sole tyre supplier, signed last month.
The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.
The joint-selling agreement for Olympic and Paralympic sponsorship rights will provide the Paralympic movement with “long-term institutional, financial and commercial stability”, according to Andrew Par…
Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN
Inside this issue: FOOTBALL: Nike renews with Premier League – EA Sports, Barclays, Budweiser to follow ESPORTS: Mastercard makes esports debut as first Global Partner of League of Legends ESP
Sporting goods brand Nike, video game maker EA Sports and global bank Barclays have renewed their respective Premier League partnerships beyond the 2016-17 to 2018-19 cycle, while incumbent beer brand…
Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales
French club Girondins de Bordeaux aims to make a new ‘top five’ in Ligue 1 – both on and off the pitch – following the club’s takeover by American owners. This
Puma’s deal to become Manchester City’s main kit supplier – taking over from Nike – at the start of next season is worth roughly five times the current deal, SportBusiness Sponsorship understands. The
Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…