Analysis

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

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.

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.

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.

Gambling platform BK8 fulfilled its long-term aim of becoming a front-of-shirt sponsor of a Premier League club when an agreement with Aston Villa was announced in June. Matthew Williams examines the deal in greater detail and speaks to the brand's European managing director, Michael Gatt about the reaction from fans.

EA Sports’ decision not to renew its licensing agreement with world football’s governing body Fifa, has freed it up to commercialise its EA Sports FC football simulator game and enabled Pepsi to supplant its long-term rival Coke as the dominant brand on the platform.

Crypto exchange OKX has upgraded to Manchester City sleeve sponsor, having opened itself up to meticulous due diligence at the start of the partnership.

As a B2B company, sponsorship allows Capgemini to showcase its wide-ranging capabilities to clients in exciting and emotive ways. Faaez Samadi speaks to the company's sponsorship director Thomas Hirsch.

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.

Sports bodies are now required to work out exactly where they stand on a whole range of complex issues, from gambling addiction to human rights but the climate crisis has stormed to the front of the queue. Frank Dunne examines what they can do to respond to rising levels of climate activism.

Consumer electronics company Hisense believes there is a direct correlation between sales of its televisions and appliances and its aggressive global sports sponsorship strategy. Matthew Glendinning speaks to Catherine Fang, executive vice president of Hisense International.

The addition of NHL jersey patch and MLB sleeve patch inventory to the existing NBA jersey patch programme has created a glut of inventory across the major US professional leagues. But, as Matthew Glendinning reports, agencies remain optimistic about demand for the assets.

Unilever-owned deodorant brand Rexona uses its sponsorship deals with Premier League sides Manchester City and Chelsea FC to connect with male audiences and to amplify its grassroots sports initiatives. Ben Cronin speaks to global senior brand development manager Emily White-Heath.

Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.

PepsiCo’s Gatorade brand will be seen hydrating players on the sidelines for the first time in its next sponsorship agreement with the Champions League after Uefa persuaded clubs to make the inventory available. Ben Cronin provides detailed analysis of the sponsorship renewal.