Analysis
Late cancellation of Fulham W88 deal opens door for Burnley FC
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.
‘We’re moving more towards content partnerships’ | Rollo Goldstaub, TikTok UK
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 continues title support for revamped Rugby Sevens Series
HSBC has re-committed to the Rugby Seven Series as World Rugby exerts greater control over the event.
Messi puts Inter Miami in the big league with Fracht Group sleeve deal
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 expects long-term gains from United deal to cover short-term pain
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.
Ex-NBA executive Rossomondo targets tech brands for MotoGP
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.
‘The Knicks overlap with our target audience’ | MSC Cruises
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.
‘Wembley is a physical embodiment of the mobile network’ | Matt Stevenson, EE
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.
PSG draws strength from first post-Messi deal with Brilliantcrypto
Brilliantcrypto's global sponsorship deal with PSG demonstrates the Parisian club's ongoing appeal to Asian brands.
Vodafone pays reduced rate with WRU to expand UK rugby presence
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.
Hundred seeks crossover benefits from Compare the Market’s mascot marketing
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 ups the ante in golf with top-tier Ryder Cup deal
DP World becomes Key Worldwide Partner for next three Ryder Cups
Access to the US market especially important to the Dubai-based company
Betclic aims to reinforce Portugal market share with Liga Portugal title sponsorship
Betclic’s new title sponsorship agreement with Liga Portugal expands the brand’s already extensive sports presence in one of its most important markets.
‘At Wimbledon, our tech capabilities become accessible’ | Kevin Farrar, IBM
Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.
Yankees stay on-brand with Starr Insurance sleeve patch deal
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.
US activation plans at the heart of AC Milan’s MSC Cruises sleeve deal
AC Milan currently holds most lucrative sleeve sponsorship in Serie A
Milan’s popularity in US market important to securing the agreement
C
Women’s World Cup sponsors announced late, media standoff hampers activation plans
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.
Lexus targets ATP audiences to help accelerate ambitious EV plans
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.