Key Deal Story

Chelsea’s search for a main shirt sponsor over the summer resulted in a one-year deal with Infinite Athlete. Now, the club is back in the market to cover next season.

The recently completed Asia Cup, organised by the Asian Cricket Council (ACC), earned seven figure-sums from both of its top two central sponsorship positions.

AstroPay extends Wolves front-of-shirt deal into second season Brand wants to appeal to sports fans via integration of rewards-based payment platform

Fulham FC’s decision to exercise a break clause in its front-of-shirt sponsorship deal with W88 paved the way for Burnley FC to agree its own main shirt sponsorship deal with the ubiquitous betting brand.

HSBC has re-committed to the Rugby Seven Series as World Rugby exerts greater control over the event.

The signing of Lionel Messi by Major League Soccer side Inter Miami has allowed the team to more than double the value of its sleeve sponsorship position.

Adidas was keen to finalise a 10-year extension to its kit supply partnership with Manchester United to 2035, especially in the context of flat Q2 sales.

Brilliantcrypto's global sponsorship deal with PSG demonstrates the Parisian club's ongoing appeal to Asian brands.

The Welsh Rugby Union (WRU) has expanded its relationship with telecoms giant Vodafone to include men’s front-of-shirt sponsorship rights, albeit at a reduced rate compared to its previous deal.

The Hundred’s new principal sponsor deal with price comparison platform Compare the Market represents a strong increase in value on the competition’s previous deal with Cazoo, reflecting its more established position in the UK’s sports market. 

DP World becomes Key Worldwide Partner for next three Ryder Cups Access to the US market especially important to the Dubai-based company

Betclic’s new title sponsorship agreement with Liga Portugal expands the brand’s already extensive sports presence in one of its most important markets.  

Starr Insurance has become the first corporate entity to brand the sleeve of the New York Yankees jersey after at least two other high-paying brands were turned down by Major League Baseball’s most famous franchise. 

AC Milan currently holds most lucrative sleeve sponsorship in Serie A Milan’s popularity in US market important to securing the agreement C

The Board of Control for Cricket in India (BCCI) has prioritised stability over profits in taking a significantly lower fee for its new Team India lead sponsorship deal with Dream11.

The deal builds on eBay’s original sponsorship of Inter announced in October, which saw the brand become the Serie A club’s ‘Official Marketplace Partner’ for the 2022-23 and 2023-2024 seasons.

While the ICC is cricket’s global governing body, India is the sport’s largest nation in terms of fans and revenues. With a strategic aim to grow in India, Aramco’s sponsorship of the ICC is timed to maximise the opportunity to increase its brand awareness in what is soon to become the world’s largest country by population.

Bank replaces HSBC as banking sponsor Deal is the biggest in AELTC’s portfolio Significant uplift due to major court-side exposure T