Analysis

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.

SportBusiness Sponsorship speaks to PVL chief executive officer, Joy Bhattacharjya and Tuhin Mishra, co-founder and managing director, of Baseline Ventures, the venture capital firm behind the start-up Indian volleyball league.

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.

SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.

The Jockey Club is in the market for a title sponsor for next year’s Cheltenham Festival as it embarks on a strategy to combine its sponsorship assets into a more ‘holistic’ offering for brands.   

Sportingbet ran an influencer-led campaign in Brazil to tee up its sponsorship of the 2023 Copa Libertadores.

Inter Miami has reaped the benefits of signing Lionel Messi by striking the most valuable shirt sponsorship deal in Major League Soccer. SportBusiness Sponsorship analyses the league's shirt sponsorship market and league-level marketing category.

The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.

Six Nations Rugby has secured an uplift in the value of the men's and women's Six Nations title rights in its recent sponsorship renewal with Guinness.

Kia's arena-naming rights agreement with the Orlando Magic is designed to give the firm a coast-to-coast profile in the US and cement its position in Orlando where it is second only to Toyota for car sales.

FedEx’s investment as title sponsor of the Open de France golf tournament can be credited directly to the DP World Tour’s commercial partnership with the PGA Tour.

Škoda is using its sponsorship deal with Women’s Super League (WSL) side Chelsea Women to develop brand awareness and consideration, as well as target female consumers and family audiences.

BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.

Kia is placing sustainability and its electric vehicle range at the centre of the recent renewal of its stadium naming rights agreement with Surrey County Cricket Club – the biggest sponsorship deal in the club’s history.

MoneyGram says its title sponsorship agreement with the Haas Formula 1 team allows it to tell a story about its digital payment capabilities and reach consumers in markets where it derives 70 per cent of its revenues.

AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.

SportBusiness Sponsorship's 2024 European Leagues Data Snapshot examines the sponsorship portfolios of Europe's top four professional football leagues.