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Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships. 

European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season

Football sponsorship agency SportQuake is launching a specialist esports sponsorship agency, Esportquake, to operate across the esports ecosystem

The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet

Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…