Bank of America to ‘present’ Boston Marathon in Sportfive-brokered deal
The Bank of America has doubled its brand presence among the World Marathon Majors by adding Boston Marathon 'presenting partner' rights to its role as title sponsor of the Chicago Marathon
Tissot renews with MotoGP, title sponsors ‘Sprint’ series
Swiss watch brand Tissot has renewed its status as the ‘Official Timekeeper of MotoGP’, extending a relationship that began over two decades ago in 2001.
TCL adds AFL to portfolio in 2023 sponsorship spree
The Australian Football League (AFL) has named Chinese electronics company TCL Electronics as the league’s official 'TV & Whitegoods' partner, as well as a sponsor of a hospitality area within the AFL-owned M…
Premier League Sorare NFT deal based on minimum guarantee and share of royalties
The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.
OlyBet bags DP World Tour’s first ‘Official Betting Operator’ deal in Europe
The DP World Tour has named OlyBet, a subsidiary of Olympic Entertainment Group AS, as its first-ever ‘Official Betting Operator’ in Europe in a two-year sponsorship.
Excel Esports adds HSBC UK to sponsorship portfolio
UK-based esports brand Excel Esports has named banking group HSBC UK as the organisation's ‘Official Financial Services Partner and Financial Health Provider’.
TCL ups presence in South American football with Copa Libertadores deal
Chinese consumer electronics company TCL has expanded its sponsorship activity in South American football by becoming an Official Sponsor of the Copa Libertadores club competition for the 2023-26 cycle
PGA of America appoints Legends as sponsorship sales agency
The PGA of America has appointed global sports marketing agency Legends to spearhead its go-to-market strategy and sales execution for new sponsorships
EasyPost seeks first-mover status with ‘disruptive’ LIV Golf deal
Shipping logistics, e-commerce and software company EasyPost moved quickly to became LIV Golf’s first ever Global Partner in order to maximise the impact of its sponsorship with the breakaway golf organisation. Matthew Glendinning reports.
Banca Mediolanum extends as Giro d’Italia ‘blue jersey’ sponsor
Italian bank, insurance and asset management group Banca Mediolanum has renewed as a top tier sponsor of the Giro d'Italia Grand Tour cycling race for another three years