News

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026

National Rugby League (NRL) team The Dolphins has become the first sports team in Australia to have a medicinal cannabis sponsor in Alternaleaf.

Indian Premier League (IPL) franchise Gujarat Titans has completed its search for a new front-of-shirt sponsor after signing up fantasy gaming platform Dream11 to the role

Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…

The Ultimate Fighting Championship (UFC) has agreed to further extend its sponsorship deal with French sportswear brand Venum.

India-based Advance Decorative Laminates has become the latest brand to employ a multi-team sponsorship strategy within cricket’s Indian Premier League (IPL) market.

The Premier League has tightened its rules on its member clubs striking inflated sponsorship and transfer deals with companies and organisations connected to their owners

The Kansas City Current have unveiled features of its new home, CPKC Stadium, which the National Women's Soccer League side claims is the world's first purpose-built ground for women's professional sport

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.

FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.

Fifa is locked in a dispute with Dalian Wanda, one of its highest-paying sponsors, and has ceased activating the company’s sponsorship rights after the company missed scheduled payments in its contract with the federation.

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.

Multi-club ownership (MCO) in women’s football is a necessity to growing the overall quality of the game and, eventually, commercial revenues, according to two leading protagonists.

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.

The Ligové Fotbalové Asociace (LFA), the Czech league football association, has begun the search for a title sponsor for the top two divisions.

South Africa Rugby is hoping that its proposed commercial agreement with US-based private equity firm Ackerley Sports Group (ASG) will enable the governing body to double its sponsorship revenue by the 2027 World Cup.

Sports betting and online casino operator Betsson is expected to be unveiled as Inter Milan’s new shirt sponsor after overcoming rival bids for the contract.

Škoda Auto has doubled down on its sponsorships profile in road cycling by extending as a main sponsor of the Tour de France and La Vuelta Grand Tour races for both men and women.