UPenn closes historic Naming Rights deal with Macquarie
The University of Pennsylvania has closed a historic Naming Rights deal with global asset management firm Macquarie
Mastercard makes esports debut as first Global Partner of League of Legends
Financial services firm Mastercard will pay between $8m (€7m) and $10m per year to partner with US video game developer Riot Games, according to industry sources.
Lavazza launches Premier League debut, signs with Arsenal, Liverpool
Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.
AFC signs landmark marketing deal with DDMC Fortis
The signing of a new commercial rights agreement between the Asian Football Confederation and sports marketing agency DDMC Fortis has been described as the ‘most significant day in the history of the A…
Olympique Lyonnais signs up to five more years with adidas
Ligue 1 club Olympique Lyonnais has renewed its kit supply deal with adidas for another five years.
The new deal will start in 2020-21 and will take the club’s partnership to 2024-25.
Cleveland Indians launch new partnership with Hookit
The Cleveland Indians MLB franchise has signed a new long-term partnership with sponsorship technology firm Hookit
LA 2028 hires Legends sponsorship agency
LA 2028 has named US marketing agency Legends as its new sponsorship partner
Springboks sign five-year kit extension with Asics
South Africa Rugby has signed a five-year kit supply extension with Japanese sportswear brand Asics
Rich Energy clinches Title Sponsor deal with Haas F1 Team
British energy drink brand Rich Energy has inked a new multi-year deal as Title Sponsor of the Haas Formula One Team
Heineken most memorable brand in Uefa Champions League, says report
A new report has named Dutch beer brand Heineken as the most memorable sponsor of the Uefa Champions League.
According to Spanish news site Expansion