News
Extreme Networks signs with Liverpool in latest UK market move
English Premier League club Liverpool has signed up Extreme Networks to its sponsorship portfolio
Opel heads for sponsorship exit at Borussia Dortmund
German car brand Opel will not renew its sleeve sponsorship of German Bundesliga outfit Borussia Dortmund after this season
‘The Match’ boosts global reach with international simulcasts
Event marks unique collaboration between Turner Sports, international partners
Kuehne+Nagel adds Tour of Britain, Women’s Tour to sponsorship portfolio
Logistics company Kuehne+Nagel has agreed a deal to sponsor the Tour of Britain and Women’s Tour cycling events.
VBet extends with AS Monaco
Online sports betting company VBet has extended its sponsorship of French Ligue 1 club AS Monaco for three more years, from 2022-23 to 2024-25
Honda returns as title sponsor of 2022 Japanese GP
Formula 1’s Japanese Grand Prix later this year will be title-sponsored by automotive manufacturer Honda.
AFC faces revenue hole, tricky host decision, after China’s Asian Cup withdrawal
China’s withdrawal as host of the 2023 Asian Cup has undermined some of the most valuable commercial rights deals for the Asian Football Confederation in its 2021-24 cycle, potentially leaving the body f…
DFL secures licensing revenue boost; announces new NFT deals with OneFootball, Sorare, Topps
The German Football League (DFL) has announced that its total income from the awarding of licensing rights for stickers, trading cards and non-fungible tokens for the Bundesliga will reach in excess of…
PSG reveals Messi-inspired 13 per cent hike in sponsorship revenue
French Ligue 1 club Paris Saint-Germain experienced a 13 per cent increase in sponsorship revenue in the 2021-22 season, thanks largely to the presence of Lionel Messi in the championship-winning team
Series of sports entities joins Hyperice mental health initiative
Large group of leagues, teams, brands align with workplace-focused effort
CAA Sports to represent T1 esports team
South Korea-based esports team T1 Entertainment & Sports has appointed CAA Sports, the Los Angeles-based international marketing agency, as its exclusive sponsorship and endorsement representative
Investec adds men’s SA Open title rights to investment in golf
Financial services company Investec has furthered its presence in golf with the title sponsorship of the men’s edition of the South African Open Championship.
Ben Slack leaves Tennis Australia for commercial role at World Rugby
Sports marketing executive Ben Slack has joined World Rugby as the general manager of commercial after almost 10 years with Tennis Australia
MLS’s DoorDash deal points to increased sponsor involvement in MLS Next
Major League Soccer's (MLS) March signing of DoorDash to its sponsorship portfolio was the result of long-term interest in the online food delivery category dating back to before the pandemic
McLaren Racing diversifies with Formula E entry
McLaren Racing has continued to diversify its motorsports portfolio by agreeing to enter electric racing series Formula E for the first time
Birmingham 2022 adds Reckitt as fifth top-tier sponsor
Health and hygiene products manufacturer Reckitt has agreed a deal to sponsor this summer’s Commonwealth Games in the English city of Birmingham.
Singapore Airlines adds three more years to Singapore GP title sponsorship
Formula 1’s Singapore Grand Prix will continue to carry Singapore Airlines as a title sponsor after the company extended its long-running association with the event.