Analysis

Football

Škoda is using its sponsorship deal with Women’s Super League (WSL) side Chelsea Women to develop brand awareness and consideration, as well as target female consumers and family audiences.
Football

BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.
Cricket

Kia is placing sustainability and its electric vehicle range at the centre of the recent renewal of its stadium naming rights agreement with Surrey County Cricket Club – the biggest sponsorship deal in the club’s history.
Motorsport

MoneyGram says its title sponsorship agreement with the Haas Formula 1 team allows it to tell a story about its digital payment capabilities and reach consumers in markets where it derives 70 per cent of its revenues.
Multi-sport

AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.
Football

SportBusiness Sponsorship's 2024 European Leagues Data Snapshot examines the sponsorship portfolios of Europe's top four professional football leagues.
American Football

Mars Snacking delivered an augmented reality experience to activate its NFL sponsorship rights at Super Bowl LVIII.
Tennis

Tennis' continued popularity in China was central to Luzhou Laojiao’s sponsorship renewal with the Australian Open tennis Grand Slam.
Cricket

UK-based investment platform IG will focus on winning new business through its sleeve sponsorship agreement with the England and Wales Cricket Board (ECB) having settled on this strategy midway through its previous contract with the organisation.
Multi-sport

IOC commercial chief Anne-Sophie Voumard believes the inclusion of AB InBev's non-alcoholic beer brand Corona Cero into its sponsorship portfolio highlights its ability to respond to evolving industries.
Basketball

TCL’s decision to renew its Global Partner deal with the International Basketball Federation (Fiba) is evidence of basketball’s enduring appeal to Chinese brands.
Darts

BetMGM is aiming to bring Vegas-style entertainment to the UK market with its Premier League Darts title sponsorship deal.
Motorsport

SportBusiness Sponsorship talks to Jeff Mahony, chief executive of NEFT Vodka, about the brand's recent sponsorship agreement with the newly-named Visa Cash App RB F1 team.
Multiple Sports

Puma’s recent acquisition of several ball supplier agreements in football are part of the brand’s attempt to increase its market share in the sport through a coordinated strategy, according to global marketing chief Johan Adamsson.
Golf

KPMG has focused on women's golf to target the growing number of women in C-suite roles at major companies.
Cricket

Indian cola brand Campa has secured stadium pouring rights across India’s home international matches through its new central sponsorship agreement with the Board of Control for Cricket in India (BCCI).
Basketball

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.
Football

Carabao’s recent extension of its title sponsorship of the English Football League (EFL) Cup will see the energy drink brand become the longest serving naming sponsor in the tournament’s history.