News

Football
Sponsorship & Marketing

Betway has furthered its Premier League presence via a global betting partner deal with Manchester City to add to similar agreements with Arsenal and Brighton, plus its West Ham shirt sponsorship.
Football
Sponsorship & Marketing

Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Football
Sponsorship & Marketing

VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
Rugby Union
Sponsorship & Marketing

Qatar Airways has expanded its presence in rugby union through a sponsorship - brokered by Pitch International - of the British & Irish Lions tour to Australia next summer.
Cricket
Sponsorship & Marketing

Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Australian Rules Football
Sponsorship & Marketing

Nine months on from the Australian Football League (AFL) appointing TGI Sport to manage its in-stadia signage, both parties have established a new agency, Lumen8 Media, to take on the job.
Motorsport
Sponsorship & Marketing

Mastercard’s lengthy consideration of the F1 market has seen it enter into an agreement with McLaren Racing to become a ‘major sponsor’, following a process that saw several F1 teams jostle for Mastercard’s signature.
Football
Sponsorship & Marketing

Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).
Football
Sponsorship & Marketing

FedEx has extended as a global sponsor of the Champions League for a further three years, taking its association with Uefa past a decade, SportBusiness can exclusively reveal.
Football
Sponsorship & Marketing

Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
Lacrosse
Media

World Lacrosse's long-term sponsorship with Nike continues a rush of commercial activity that has also included the launch of an OTT platform with Sportall.
Football
Sponsorship & Marketing

Sporting goods giant Nike has ceded its ball supplier role with Australia’s financially troubled professional men’s and women’s football leagues to the English sports brand Mitre. T
Football
Sponsorship & Marketing

Germany-based workwear brand Strauss could expand its sponsorship portfolio after entering the Premier League football market via a deal with Liverpool
Multiple Sports
Sponsorship & Marketing

Indian tyre brands Ceat and BKT have served notice of their international ambitions, announcing sponsorship deals with German Bundesliga champion Bayer Leverkusen and The Hundred, the England and Wales…
Multi-sport
Sponsorship & Marketing

The International Olympic Committee (IOC) has invited the organisers of the 2028 Olympic Games in Los Angeles to sell the auto category rights within the domestic programme in the wake of Toyota’s exit a…
Basketball
Sponsorship & Marketing

The new women's three-on-three (3x3) basketball league, Unrivaled, has announced its first founding partner in Ally Financial.
Football
Media

The Two Circles agency and Uefa have finalised contracts for the global broadcast and sponsorship rights to the Uefa Women’s Champions League.
Basketball
Sponsorship & Marketing

Fantasy gaming and sportsbook operator DraftKings has signed up as the second official betting partner of the Women’s National Basketball Association (WNBA), joining its rival FanDuel.