Matthew Glendinning

Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil

The 2023 Sponsorship Works casebook contains 15 case studies: our pick of those sponsorship activations from the last 12 months which demonstrated best practice in planning and delivery.

Professional services company Cognizant has become title sponsor of the PGA Tour golf tournament formerly known as the Honda Classic

Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.

The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.

US-based water technology company Xylem is shaking up and reframing its sponsorship of City Football Group clubs under new head of brand and partnerships Fiona Cole.

The St. Louis Cardinals Major League Baseball franchise and hometown brewing giant Anheuser-Busch have agreed to a five-year extension of their long-term marketing agreement through 2030

Australian Super Rugby Pacific team Queensland Reds has named global insurance broker BMS Group as its new front-of-jersey sponsor in a four-year agreement, from 2024 to 2027

US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire

Manchester United has extended its global sponsorship agreement with Chinese mattress and pillow manufacturer, Mlily