Analysis

Multiple Sports

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.
Rugby Sevens

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

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.
Football

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.
Motorsport

Former NBA vice president of marketing partnerships Daniel Rossomondo speaks to SportBusiness Sponsorship about his ambitions for MotoGP since joining the motorcycling series as chief commercial officer.
Multiple Sports

Swiss-based cruise line MSC Cruises has significantly increased its sports sponsorship activity since the turn of the year. Matthew Williams talks to head of sponsorship, Alberto Revelli.
Esports

EE sponsors Wembley Stadium because it “big, bold and iconic” and allows the brand to “bring the network to life”. Ben Cronin speaks to the company's head of sponsorship, Matt Stevenson.
Football

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

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.
Cricket

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. 
Golf

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

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

Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.
Baseball

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. 
Football

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

Fifa left it late to reveal many of the sponsors for this year Women’s World Cup, announcing a host of eleventh-hour deals that echoed the last-minute nature of its media rights sales process.
Tennis

The ATP has fulfilled a long-term ambition to restore an automotive brand to its sponsorship portfolio after Lexus agreed to become a Platinum Partner of the men’s professional tennis tour. Faaez Samadi reports.
Multiple Sports

Sports are turning to the Roblox multiverse to amplify existing sponsorships, monetise virtual merchandise and engage with difficult-to-reach younger audiences. Matthew Glendinning reports.