News

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…

Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain

The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union

Industrial and Commercial Bank of China (ICBC) has agreed a deal to sponsor the 2022 edition of the Asian Games multi-sport event, which will be held in Hangzhou

La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal. T

Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…

German Bundesliga football club Eintracht Frankfurt has agreed new partnerships with office furniture manufacturer König + Neurath and interior furnishing products company Joka.

The French Volleyball Federation (FFVolley) has signed a late shirt sponsorship deal with online betting company Betclic, as the men’s national team prepares to commence its EuroVolley 2019 campaign o…

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

The Bitcoin logo (₿) will appear on the shirt sleeve of Premier League football club Watford for the rest of this season, as part of a promotional drive by the club’s main shirt sponsor, betting brand Spo…

Triathlon events organisation Ironman has agreed a multi-year partnership with Pure Sports Nutrition for its Oceania series

The Swiss Ice Hockey Federation has extended deals with two of its major sponsors, watchmaker Tissot and the Swiss airline

US technology giant Intel has announced plans for activations at the Tokyo 2020 Olympic Games that will showcase its technology and an esports tournament in Tokyo in the lead-up to the Games

Nutrition company Herbalife has made a donation of $1.5m (€1.3

LAFC has extended its partnership with the Los Angeles County Metropolitan Transportation Authority (Metro), which is designed to encourage fans to take the Expo Line or Silver Line to the Major League …

German motor oil manufacturer Liqui Moly has extended its sponsorship of the International Ice Hockey Federation’s (IIHF) World Championship ahead of the 2020 edition in Switzerland.

EHF Marketing, the marketing arm and subsidiary of the European Handball Federation (EHF) has revealed that sponsorship income during the 2018-19 season peaked at more than €6m ($6.6

UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.

The Betsson Group of sports betting and casino gaming sites has renewed its sponsorship of the Swedish Hockey League (SHL)

Australian Football League team Brisbane Lions has signed a two-year sponsorship deal with gym chain Snap Fitness

The National Hockey League's Vegas Golden Knights have signed a multiyear partnership with The Juice Standard, a Las Vegas-based cold-pressed juice restaurant.

Italian Serie A side Bologna has renewed a sponsorship agreement with Illumia, which allows the Italian natural gas and electricity supplier to continue to sport its logo on the back of the players’ s…

The Swiss Competition Commission (Comco) has approved the takeover of the InfrontRingier Sports & Entertainment agency by Swiss media group Ringier in a move that will see it transition to Ringier Sports

Premier League clubs Liverpool and Chelsea have suspended all advertising with Russian-owned betting operator 1XBet – a week after Tottenham Hotspur terminated its sponsorship with the brand.

Wind turbine company Vestas has become the Principal Partner of the Mercedes-Benz EQ Formula E Team in a long-term deal

Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…

Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal

Renewable and recyclable solutions company Stora Enso has extended its presenting sponsorship of the International Ski Federation’s (FIS) Nordic World Ski Championships for a fourth edition of the event.

African online sports betting company SportPesa says it will look into restarting its sports sponsorship deals in Kenya that were halted due to the loss of its betting licence in August, following an agreement…

Arya Premier, a Malaysia-based events and business development company, has signed up as title sponsor of Le Tour de Femina, a UCI-sanctioned women's cycle race taking place from November 16 to 21 in Malaysia

International financial services company American Express has agreed to become the title sponsor of the PGA Tour’s Desert Classic Pro-Am event in Palm Springs, California, in a multiyear deal.

Amazon-owned streaming platform Twitch will become a founding partner of the Raiders' Allegiant Stadium in Las Vegas from next year. Terms of the deal were not disclosed.

US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect