São Paulo and Bahia strike new stadium naming deals
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 Activations Casebook
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.
Cognizant replaces Honda as ‘Classic’ title sponsor
Professional services company Cognizant has become title sponsor of the PGA Tour golf tournament formerly known as the Honda Classic
Kellogg’s grows football presence with Manchester City sponsorship
Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
Hornets take rights fee hit on Feastables patch deal
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.
Cole shakes up Xylem’s CFG sponsorship strategy
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.
St. Louis Cardinals extends Busch Stadium naming rights deal
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
BMS replaces Westpac on Queensland Reds jersey
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
Carvana makes MLS play with Chicago Fire shirt sponsorship
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
Mlily extends with Manchester United
Manchester United has extended its global sponsorship agreement with Chinese mattress and pillow manufacturer, Mlily