Alibaba Sports becomes Orange Lion Sports, marking strategy shift
Chinese sports marketing firm Alibaba Sports is rebranding as Orange Lion Sports, marking a major shift in the business's focus
UFC signs BTNature as nutritional partner in China
The Ultimate Fighting Championship has agreed a deal for Australian food manufacturer BTNature (BTN) to become the mixed martial arts promotion's official dairy products partner in China
Yili plant-based brand backs China’s women’s basketball team
Chinese dairy giant Yili's plant-based products brand Yili Zhixuan has become an official partner of the Chinese national women's basketball team
Chinese Cycling Association agrees deal with Dongfeng Peugeot-Citroën
China's national cycling federation has agreed a 'strategic cooperation' with car manufacturer Dongfeng Peugeot-Citroën.
Kooyong Classic to return in 2023 with new title sponsor
Melbourne tennis tournament the Kooyong Classic will return next January after a two-year hiatus due to the pandemic
Sponsorship Matters at Sports Matters Academy
Sports industry careers and educational content series Sports Matters Academy delves into the world of brands and sports sponsorship this Thursday, May 12.
Two sessions, at 10am and 4
BCCI ‘extends shirt sponsor deal’ with Byju’s
The Board of Control for Cricket in India has extended its national team shirt sponsorship deal with Indian edtech company Byju's by a year, until end-March 2023, according to local media reports
Argentine FA agrees Asia regional sponsorship deal with W88
The Argentine Football Association has agreed a regional sponsorship deal covering Asia with betting brand W88
Tesla backs student motor-racing competition
Electric carmaker Tesla is backing US-based student motor-racing competition Formula SAE by providing equipment and advice
PCB claims big increase in Pakistan Super League sponsorship rights value
The Pakistan Cricket Board has agreed deals with Pakistani sports media and marketing agency TransGroup International for sponsorship rights around the Pakistan Super League T20 competition, running from…