News

Esports

A shift in the esports revenue distribution model away from prioritising sponsorship to focus more on in-game digital purchases is set to become the new norm, industry experts have predicted.
Football

Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.
Multiple Sports

Elevate has fully acquired Fenway Sports Management's Consulting Group, taking over the Boston-based company's client list and nine-person staff
Baseball

World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer
Motorcycling

Dorna Sports’ expected sale to Liberty Media for over €4bn ($4.3bn) offers the potential to generate a host of commercial efficiencies across both Formula 1 and MotoGP in a watershed moment for motorcycling.
Football

Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.
Breaking

Long-standing Olympic sponsor Samsung has become a commercial backer of breaking, skateboarding and surfing properties ahead of Paris 2024 but sponsorship support for the sports’ governing bodies remains m…
Football

The English Premier League today announced it has acquired a stake in virtual reality software firm Rezzil and agreed a new four-year licensing agreement.
Golf

James Ralley, World Rugby’s director of partnerships and brand, has left the organisation to become the commercial director for the St Andrews Links Trust, the body that manages the seven links golf courses at St Andrews in Scotland.
Football

FC Barcelona’s president Joan Laporta has ramped up the pressure on kit supplier Nike to either quit or pay more to the debt-laden LaLiga club.
American Football

The National Football League has once again expanded its Global Markets Program, taking the initiative to five new countries in South America, Asia and Africa and opening up commercial opportunities for four more franchises.
Rugby League

Two Australian National Rugby League teams, the Canterbury-Bankstown Bulldogs and the South Sydney Rabbitohs, have agreed to extend a block on betting sponsorship for a further three years.
Football

The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.
Football

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.
Cricket

The 2024 Indian Premier League (IPL) season kicks off with all teams having bolstered their sponsorship portfolios in the run-up to cricket's biggest and most lucrative tournament.
Biathlon

Stefan Krauss, the long-standing managing director of Infront Austria and the agency’s vice-president of winter sports, is to leave the company by the end of next month.
Football

South Korean car maker Hyundai Motor has signed as a new top-tier sponsor of South America’s main club competition, the Copa Libertadores, for three years until 2026. 
Football

One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…