SportBusiness Staff

Sports betting company NEO.bet has signed on as the new main sponsor of Professional Darts Corporation (PDC) European Tour events held in Germany and Austria.

Electric car-racing series Formula E has announced a new multi-year deal with Google Cloud.

North America’s new Professional Women’s Hockey League (PWHL) has agreed a sponsorship deal with Hyundai Auto Canada.

Optical Center has been unveiled as a new sponsor of the French Handball Federation (FFHB) in a deal brokered by the Sportfive agency.

Spanish high-speed train operator Iryo has renewed its sponsorship of cycling’s Vuelta a España ahead of this year’s edition of the race.

Swiss luxury watchmaker TAG Heuer has extended its sponsorship of the London Marathon for an additional three years.

Lighting solutions provider Zumtobel Licht has agreed a deal to sponsor football’s Swiss Cup from next season.

Serie A football club Atalanta has announced a sponsorship deal with foodservice company IVS Group.

The Portuguese Football Federation (FPF) has agreed a new sponsorship deal with insurance company Generali Tranquilidade.

Software developer Paycor has agreed a multi-year sponsorship deal with NFL franchise the Los Angeles Rams.