News

Motorsport

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Esports

Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director
Baseball

Major League Baseball has continued to push its green credentials, announcing WM, a leading environmental services provider, as its first league-wide sustainability sponsor
Motorsport

Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'
Rugby Union

The dividends are starting to pay off for Rugby Australia's huge hosting programme as Cadbury has agreed a new six-year sponsorship to be the 'Principal Partner' of the women's national team, the Wallaroos.
Road Cycling

French consumer credit company Cofidis will continue to sink more than €10m ($10.7m) per year into its men's, women's and paracycling teams through 2028, despite limited success on the road in recent years.
Football

Chance, a subsidiary of Tipsport, has acquired title sponsorship rights to the top two divisions of Czech football, ending rival betting firm Fortuna’s backing of the leagues.
Football

Portuguese Primeira Liga club FC Porto has agreed a 25-year deal with Spanish company Ithaka to sell 30 per cent of the economic rights to its Dragão stadium in return for a €65m ($69.2m) investment.
Basketball

Endesa, the Spanish electrical utility company, has taken its financial commitment to basketball in the country beyond the €100m ($106.5m) mark, after today (Thursday) announcing new sponsorship deals with the sport's two biggest domestic institutions.
Multi-sport

The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).
Motorsport

New sponsorship deals have been the main driver of revenue growth for the Mercedes Formula 1 team after it announced record turnover of £546.5m (€640m/$681m) for 2023.
Ice Hockey

The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor
Esports

Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.
Athletics

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
Multiple Sports

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…
Baseball

The arrival of a third Japan-linked sponsor for the Los Angeles Dodgers since the signing of superstar Shohei Ohtani is adding new commercial impetus for the Major League Baseball side.
Football

The Uruguayan Football Federation (AUF) is to launch a kit supply tender later this year after signing a short-term deal with Nike for the upcoming men's Copa America.
Tennis

The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.