Analysis

Football

Decathlon has announced ambitions to sign ball supply agreements in South American football after becoming the official match ball supplier for the Uefa Europa League and Uefa Conference League.
Multiple Sports

Tennis’ relatively light interaction with the technology sector was a key factor in Infosys’ decision to launch its sponsorship portfolio with the sport in 2015, according to senior marketing executive Navin Rammohan.
Tennis

Stella Artois used its association with the Wimbledon tennis grand slam to launch a range of live, digital and on-pack promotions.
Table Tennis

India-based property Ultimate Table Tennis (UTT) is close to filling its sponsorship portfolio after IndianOil paid a small uplift to renew its title sponsorship deal for the upcoming 2024 season.
Football

Jan De Schepper, chief sales and marketing officer for Swissquote, reveals why the company sponsors the Uefa Europa League and Conference League and why it exited a sponsorship agreement with Manchester United.
College Sport

The Elevate sports agency has released estimated jersey patch valuations for college football and basketball ahead of an expected 2025-26 season implementation. Shawn Medow speaks to executives from the agency to understand the size of the opportunity.
Tennis

The retail offering available to sponsors at the Roland Garros tennis grand slam was a significant factor in Lacoste renewing its long-running agreement with the French Tennis Federation.
Golf

Capgemini sought to harness its technology and business transformation expertise to improve the fan experience at the 2023 Ryder Cup in Rome.
Cricket

The value of pension insurance specialist Rothesay’s new sponsorship agreement with the England and Wales Cricket Board (ECB) fluctuates depending on the calibre of England’s test match opponents, SportBusiness Sponsorship understands.
American Football

The health sector has become a leading source of sponsorship deals in the US but has yet to take off in Europe.
Baseball

Investment management firm T. Rowe Price has acquired the jersey patch rights for the Baltimore Orioles to support an ongoing brand refresh at a local, national and global level.
Multiple Sports

Lucia Salmaso, BKT Tires Europe managing director, said the brand sponsors sport to make sure it is front-of-mind in its lengthy distribution chain.
Football

Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.
Football

BetMGM has made its biggest sponsorship move in the UK market to date with the acquisition of training wear rights at Tottenham Hotspur, a deal that confers exclusivity in the betting category.
Football

Germany and France, two of the pre-tournament favourites for Uefa Euro 2024, are generating the most commercial income from major sponsors at this summer’s tournament, with nothing separating the two national associations in aggregate income from training-kit-related sponsors.
Cricket

Aramco is using its top-tier sponsorship renewal with the International Cricket Council to target B2B clients and end consumers in key markets.
Football

Tourism board Experience Kissimmee identified a sleeve sponsorship deal with Brighton & Hove Albion as the ideal way to re-enter the Premier League sponsorship market after UK visitors to the Florida city helped to deliver record travel tax revenues. 
Boxing

Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.