Analysis

Investec’s decision to take the title sponsorship rights to European Professional Club Rugby's Champions Cup has helped the competition to emerge from a challenging period commercially.

SportBusiness Sponsorship speaks to Gareth Griffiths, director of partnerships and sponsorship at Virgin Media O2, about how the brand is activating its England Rugby sponsorship deal at the Rugby World Cup.

Nottingham Forest’s two-year deal with Asian betting brand Kaiyun was agreed after the club contacted two other Premier League teams with links to the brand for due diligence.

Citi aims to make gains from Ryder Cups in Italy and the US with the 2025 event in New York targeted for its fullest activation.

Rwanda is continuing to back its strategy of using sports sponsorship as a tool to boost tourism and investment from Europe after agreeing another top-flight football deal, this time with Bayern Munich.

Crypto.com’s sponsorship of last year’s Fifa men’s World Cup generated a spike in visits to its website and communicated ‘staying power and solidity’, according to CMO Steven Kalifowitz.

Saudi body is focusing on increasing 'football-driven tourism' to the kingdom through its recent sponsorship agreement with Spain's LaLiga. 

Riyadh Air has put Atlético de Madrid at the centre of its efforts to build a global brand ahead of its maiden commercial flight in 2025.

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

New Zealand Rugby is streets ahead of every other national union in its ability to generate sponsorship revenue, earning almost three times as much from its front-of-shirt deal as its next nearest rival.

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.

Rollo Goldstaub, UK head of sport and gaming at TikTok, says the short-form video platform is pivoting to more of a content partnership strategy in sport.

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.