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AXA upgrades to Liverpool training kit partner
French multinational insurance brand AXA will pay about £12m ($15.3m/€13.6m) per year as the new training kit partner of Premier League club Liverpool, SportBusiness Sponsorship has learned.
Barclays pays up to seize Women’s Super League opportunity
Barclays bank will pay between £4m ($5.2m/€4.6m) and £4.5m per season as the first title sponsor of the FA Women’s Super League, SportBusiness Sponsorship has learned.
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Wimbledon secures major five-year investment from Chinese smartphone brand Oppo
Chinese smartphone brand Oppo will pay between £8m (€9.26m/$10.3m) and £9m per year to partner with the Wimbledon tennis championships, according to industry sources.
Nike invests as first apparel partner of China’s League of Legends Pro League
US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.
FIGC fights negative trend in sponsorship revenues from weak position
Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019
Top Partner deals renewed this month with Eni and Tim
F1 grows tech sector coverage with Cyber Security 1 AB deal
Formula One has struck a “cash, consultancy and supply” deal with Cyber Security 1 AB to protect the motorsports series from potential cyber threats.
Ohio retains top spot in 2018 SportBusiness Postgraduate Course Rankings
Ohio University claims number one position for fourth consecutive year.
P&G adds Duracell to NFL sponsorship portfolio
DURACELL ANNOUNCED a major sponsorship deal with the National Football League (NFL) this week which will see the P&G-owned battery maker known as the “Trusted Battery Power of the NFL.”
Medibank gets in front of Melbourne Marathon
AUSTRALIAN INSURANCE and health services provider Medibank Private has become title sponsor of the Melbourne Marathon Festival in a one-year deal
MGM makes fourth major US sports league play with MLS deal
MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer.
The deal is understood to be worth between $2m (€1.8
McLaren Racing adapts to corporate aims of BAT, Coca-Cola
Formula One team McLaren Racing has raised more than £10m (€11.6m/$12.9m) through new deals with British American Tobacco and US soft drink giant Coca-Cola, according to industry sources.
SportPesa gets first-year discount in Racing Point F1 title deal
Kenyan bookmaker SportPesa is paying $8m (€7.1m) in year one of its two-year title sponsorship deal with Formula One team Racing Point, and $12m in year two, SportBusiness Sponsorship has learned.
tappit’s cashless payments tech connects with Man City, Australian Grand Prix
UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.
Nike to strike first in LA 2028’s top tier
Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028
RFEF renews major partnership with Seat, finds Seur, extends with Pelayo, Sanitas
Spain’s national football federation has inked three renewals and one new partnership in this year’s first quarter, raising at least €5.5m ($6.2m) in sponsorship revenue.
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Coca-Cola signs as first non-endemic Global Partner of Overwatch League
American soft drink giant Coca-Cola will pay just under $3m (€2.65m) per season to partner with global esports property the Overwatch League (OWL), according to industry sources.
Turtle Beach moves first with Manchester City esports
Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.
ITTF seeks new long-term commercial partner as it looks to double sponsorship revenues
The International Table Tennis Federation will launch a tender process late this month to find a long-term partner for its commercial rights sales from 2021. Story by Frank Dunne.
Sina Golden League reaches new high with Dongfeng Qichen deal
Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.
LA Galaxy taps local market power with El Silencio spirits deal
Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US
AS Monaco leaves Nike, signs six-year kit deal with Kappa
Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco, according to industry sources.
Comeback Kings retain full roster, MS Dhoni drives business
Indian Premier League franchise the Chennai Super Kings has changed just one sponsor from last year’s championship-winning season, with the rest of its roster tied up almost entirely until 2020.
UFC renews with AirAsia, signs with PokerStars, Motel 6, LiteCoin, Kraft Heinz
The Ultimate Fighting Championship has inked one renewal and four new partnerships since December last year, raising at least $6m (€5.3m) in sponsorship revenue.
Deutsche Post diverts Schalke’s shirt sleeve rights to DHL
German postal services and courier group Deutsche Post DHL will honour its shirt sleeve agreement with Bundesliga club Schalke 04 even though the subsidiary brand it supported in the first year of the…