Analysis

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…

Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.

PSG wants the same kind of brand cachet as baseball’s New York Yankees or Italian motor racing team Ferrari.

Premier League champion Manchester City has aligned with the growing meat-free eating trend through its partnership with food and beverage specialists Nestlé Professional.

Global bank HSBC signed a five-year deal with Tottenham Hotspur that prioritises rights linked to the stadium-led regeneration of the local area.

US personal care brand Remington signed a multi-year global partnership with Manchester United after a two-year selection process.

China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.

Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.

Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.

Dutch beer company Heineken has acquired the rights to Uefa’s three club competitions in the next cycle and global rights to next summer’s Euro 2020.

In October, Fashion Box, the parent company of Replay, agreed to a four-year deal with Paris Saint-Germain for rights to become the club’s first ‘Official Denim Partner’. The deal is worth between €1.1m ($1.

Carlos Cantó, chief executive of boutique consultancy SPSG Consulting, has warned that clubs risk losing out on sponsorship revenue because their players have become competitors in content generation.

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.