Analysis

Latest Features

Clarity, the business travel company that has taken on almost the entire staff of the defunct Thomas Cook Sport, is keen to restore the latter’s sponsorships with leading sports properties in the UK.

Spanish sports car brand Cupra signed as the Official Automotive and Mobility Partner of LaLiga club FC Barcelona in a five-year deal.

Spanish LaLiga club Sevilla FC has embarked on a modernisation process, including a major refurbishment of both its stadium and training ground, as it looks to accelerate growth in commercial revenue.

Recent deals at Juventus and Bologna show how Italian clubs are looking to DRT to retain betting partnerships even now they are banned domestically.

The Canadian coffee giant teamed up with the NHL, Hockey Canada and athlete ambassadors Sidney Crosby and Nathan MacKinnon to give the Kenya Ice Lions the experience of a lifetime.

Formula One has struck a “cash, consultancy and supply” deal with Cyber Security 1 AB to protect the motorsports series from potential cyber threats.

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.”

AUSTRALIAN INSURANCE and health services provider Medibank Private has become title sponsor of the Melbourne Marathon Festival in a one-year deal

WITH THE Olympic Games taking place in our own backyard this summer, official sponsors (and LOCOG) have been working to protect the rights they have invested in

Features

Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.

In the latest interactive data report SportBusiness Sponsorship analyses the sponsorship landscape in Major League Soccer (MLS)

To redress the gender imbalance in cycling, in 2018, Škoda UK decided to use its voice within the sport to start a long overdue conversation about the gender gap in professional cycling.

When season six of the Formula E Championship gets under way in Saudi Arabia on November 22, there will be a brief overlap with the 2019 Formula One Championship, which ends in Dubai on December 1

England’s Football Association has rolled the assets from three separate deals into its new deal with UK telco BT, which was agreed in June. 

Danish wind turbine company Vestas signed as a Principal Partner of the Mercedes-Benz EQ Formula E Team, having turned down the title position at Porsche Formula E, industry sources have told SportBusiness Sponsorship.

Online gambling company Interwetten has added German club VfL Wolfsburg and Spanish club Sporting Gijón to its limited football club sponsorship roster, having all but given up on football sponsorship …

Major League Soccer clubs earned more than $80m (€72.5m) combined from their main jersey deals in the 2019 season, according to research by SportBusiness Sponsorship.

MLS has become an increasingly attractive platform for brands, enabling it to increase the value of its sponsorships year on year.  

Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France

The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.

AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.