BCCI restores prestige to kit supplier position with Adidas deal
The cricket body will be hoping the new five-year contract puts to bed a turbulent period where the kit supplier rights switched between two less illustrious Indian clothing brands.
MotoGP and McLaren seek to remove fan tokens from cancelled Bitci deals
MotoGP and the McLaren Formula 1 team are investigating ways to remove fan tokens that continue to circulate on the exchange run by Turkish crypto company Bitci, despite both parties having cancelled sponsorship and licensing deals with the firm.
3F seeking to increase union membership through Danish Superliga title sponsorship
3F is aiming to stand out among a plethora of labour organisations, maintain its existing membership and increase its awareness among younger Danish workers.
PayPal jersey patch deal generates significant uplift for Suns under new ownership
Under new owner Mat Ishbia, the Phoenix Suns commanded a significantly increased rights fee on renewal from jersey patch sponsor PayPal. Matthew Glendinning reports.
Chipotle describes Haas F1 deal as “first foray into international sports marketing”
Chipotle's chief marketing officer Chris Brandt tells SportBusiness Sponsorship about the brand's sponsorship strategy and describes how its recent move into F1 supports its long-term international growth ambitions.
Fiba benefits from competitive Chinese dairy category to sign Yili deal
Fiba has benefited from strong competition in the Chinese dairy category to agree a Global Partner deal with Yili, Asia’s biggest dairy producer. Ben Cronin reports.
Castore banking on LaLiga’s long-term prospects with Athletic Bilbao deal
Castore co-founder Tom Beahon discusses the brand's latest kit supply deal with Athletic Bilbao and the UK-based sportswear company's wider strategy in European football. Matthew Williams reports.
‘We need platforms that resonate on a global basis’ | Stuart Wareman, Accor
Accor’s sponsorship strategy is focused on driving awareness and conversion for Accor Live Limitless (ALL), the brand’s hotel booking and lifestyle loyalty programme.
Long read: What the UK government’s gambling white paper means for sport
SportBusiness Sponsorship has canvassed the opinion of experts from sports legal and sports marketing backgrounds to ask what the UK government's gambling white paper will mean for the industry. Matthew Glendinning reports.
SailGP ends search for title sponsor after Rolex calls for ‘brand clean’ event
SailGP is no longer planning to have a title sponsor after Global Presenting Partner Rolex stated a preference for the sailing series to remain ‘brand clean’ in sponsorship renewal negotiations.
Southampton FC deliberately sought standalone sponsor for women’s team
Southampton FC’s director of marketing and partnerships said the club took a deliberate decision to sign a standalone shirt sponsor for its women’s team, believing that the brand would be more likely to put its full weight into activating the rights.
‘We want to be that guy that gets you tickets’ | Frank Nakano, JP Morgan Chase
Frank Nakano, managing director, sport and entertainment, JP Morgan Chase, explains how the brand seeks to ‘alleviate customer pain points’ through its sports sponsorship agreements. Ben Cronin reports.
Haier makes swift move for premium audiences with Roland Garros and ATP deals
Chinese home appliances brand Haier is targeting premium sports audiences through two separate tennis sponsorship agreements with the ATP Tour and the French Tennis Federation (FFT). Faaez Samadi reports.
Rajasthan Royals prioritise brand alignment over fee in Luminous front-of-shirt deal
Indian Premier League side Rajasthan Royals resisted more lucrative offers for its front-of-shirt rights before signing a deal with energy solutions provider Luminous Power Technologies, according to CEO Jake Lush McCrum.
AB InBev rethink presents Carling with seat at FA Cup table
A change in strategy at AB InBev has let in Carling to exploit FA Cup rights, while Budweiser supports the England national teams and holds Wembley Stadium pouring rights. Matthew Glendinning reports.
‘Legalisation is essential for the Brazilian betting sector | Darwin Filho, Esportes da Sorte
What’s important: Brand building and creating strong ties with passionate communities. Target sports: Football, MMA, jiu-jitsu, stock car racing.
Herbalife final brand to join IPL portfolio before attention turns to new cycle
US health and nutrition brand Herbalife believes growing levels of internet penetration in India present an opportunity to grow revenues in the country. Matthew Williams reports on the brand's recent sponsorship agreement with the IPL.