News
PepsiCo looks to cement market dominance with Saudi Pro League deal
PepsiCo has sought to cement its presence in Saudi Arabian football by announcing a deal to become a ‘Gold Partner’ of the Saudi Pro League.
Just Eat retains Uefa men’s club competitions sponsorship
Just Eat has extended its sponsorship of Uefa men's club competitions in a three-year deal following a request for proposals process.
Women’s Euro 2022 generated commercial income hike but remains loss-making
Uefa has reported a massive hike in commercial revenue for the 2022 Women’s Euro, despite continuing overall losses for the tournament after distributions are taken into account.
Ex-Wimbledon, IMG exec Henderson to drive Global Champions revenues
Experienced commercial sports and entertainment executive Gus Henderson has been appointed chief revenue officer at Global Champions, the rights-holder to equestrian sport’s Longines Global Champions T…
BCCI sets base asking price for new IPL central sponsorship cycle
The base price for Indian Premier League central sponsorship has been revealed as the Board of Control for Cricket in India (BCCI) continues its process to fill the nine remaining central sponsor positions…
SA Rugby to set up commercial unit with investor ASG
South Africa Rugby is to establish a commercial vehicle to manage its media and sponsorship rights after striking an agreement with Ackerley Sports Group (ASG), a new unit of the US investment firm
Emirates secures NBA Cup title rights as part of global league deal
Emirates has announced a global sponsorship deal with the National Basketball Association (NBA) that will see it become the first-ever referee jersey patch sponsor for the league and the title sponsor of the NBA Cup.
Nike on notice as FFF ‘to launch’ kit supplier tender
The French Football Federation (FFF) is set to launch a new kit and apparel supplier tender, two years ahead of current sponsor Nike's deal ending.
Embattled Lyon renews with long-term partner Adidas to 2029
Olympique Lyonnais has received a welcome commercial boost after its long-running kit manufacturing agreement with Adidas was extended to 2029
Adidas continues Saudi market grab with Al Nassr kit deal
Adidas has bolstered its dominant position in the Saudi Arabia football market by securing the kit supplier rights to Saudi Pro League club Al Nassr in a three-year deal from the 2024-25 season
Betano continues South America expansion with Conmebol agreement
Sports betting firm Betano has bolstered its sponsorship portfolio in South America after today announcing a new four-year deal with the South American Football Confederation (Conmebol).
Eni becomes Serie A title sponsor, Trenitalia renews Coppa Italia deal
Serie A will have a new domestic title sponsor next season after the league announced a three-year agreement with the Italian energy company Eni.
Alpine Motorsports signs H. Moser & Cie. in wide-ranging global deal
Renault-owned Alpine Motorsports has signed up watchmaker H. Moser & Cie. in its first all-encompassing global sponsorship agreement
Tottenham CCO Kline exits with stadium naming rights still unsold
Todd Kline has resigned as chief commercial officer of Tottenham Hotspur after less than three years in the role, and is expected to join Premier League rivals Chelsea FC
ITF re-enters betting sector with Stake after integrity issues absence
The International Tennis Federation (ITF) has announced its first betting sponsor in seven years through a new agreement with Stake.
Juventus unveils crypto company as new sleeve sponsor
Serie A club Juventus has agreed a deal with cryptocurrency exchange zondacrypto to be the new shirt sleeve sponsor for its men's team
Ally sponsorship of USGA increases US Women’s Open purse to $12m
Ally Financial has announced a new sponsorship of the United States Golf Association in a multi-year deal that will increase prize money at the US Women's Open to a new record
British Cycling engaging agencies as it takes on Tour of Britain delivery
British Cycling has indicated it will be willing to engage the support of sports marketing agencies after taking on the responsibility for delivering this year’s Tour of Britain men’s and women’s road races.