News
World Snooker cues up Star extension
The World Snooker governing body has extended its partnership with Chinese sports equipment provider Star Xing Pai.
Hershey sweetens the deal for USA Track & Field
USA Track & Field (USATF), the governing body for athletics in the United States, has entered into a seven-year partnership with confectionary producer Hershey that will focus on grassroots participation.
Lynx pounces on Women’s British Open deal
Golf equipment manufacturer Lynx has signed a deal to sponsor the Women's British Open for the next three years.
Los Angeles Dodgers strike deal with Security Benefit
Major League Baseball team Los Angeles Dodgers has agreed a commercial partnership with US retirement market specialist Security Benefit.
Nike adds Finnish FA to football roster
US sportswear firm Nike has added to its portfolio of national team football partners by agreeing a new deal with the Football Association of Finland (SPL).
Guinness drinks to Grand National partnership
Alcoholic drinks company Diageo has reached a deal for its Guinness brand to become an official partner of Aintree Racecourse for the 2014 Grand National horse racing showpiece.
Chicago Cubs warm up for Opening Night with Weber
Major League Baseball team Chicago Cubs has signed a multi-year sponsorship agreement with grill manufacturer Weber.
Force India signs up new sponsor ahead of Bahrain GP
Formula One motor racing team Force India has announced a new sponsorship deal with UK-based pharmaceutical group Auden Mckenzie.
Kentucky Derby renews with wine partner
Washington state-based wine producer 14 Hands Winery has been named as a sponsor of the Kentucky Derby horse race.
PepsiCo strikes MLB extension
US multinational food and beverage corporation PepsiCo has announced a multi-year extension to its sponsorship agreement with Major League Baseball Properties, which has run for over 15 years.
WTA secures presenting partner for Singapore showpiece
The Women’s Tennis Association has announced a five-year presenting sponsorship agreement with luxury property developer SC Global for its season-ending WTA Championships in Singapore.
Profine views Mainz partnership as good option
Windows manufacturer Profine has sealed a one-year sponsorship agreement with German Bundesliga football team Mainz 05.
Sports Authority of Thailand renews Asian Tour deal
The Sports Authority of Thailand has renewed its sponsorship of the Qualifying School for golf’s Asian Tour under a six-year deal running from 2015 to 2020.
Bike Nation to sponsor Isle of Man TT event
Online motorcycling store Bike Nation has agreed to become the new title sponsor of the 2014 Lightweight TT Race, a road race that is part of the annual Isle of Man TT Races festival.
LPGA reveals partners for International Crown debut
The Ladies Professional Golf Association has announced Hana Financial Group, Pandora Jewellery and luxury watch brand Rolex as ambassador sponsors for its inaugural International Crown tournament, which takes place on July 24-27 at Caves Valley Golf Club in Owings Mills, Maryland.
Destination Dubai lends name to badminton showpiece
Destination Dubai has been named as the new title sponsor of badminton’s World Superseries Finals under a four-year deal between the emirate of Dubai and the Badminton World Federation.
RBC tees up Canada Cup sponsorship
Sports management and marketing agency SportBox Entertainment Group has brokered a partnership with golf’s PGA Tour to make Canadian financial institution RBC the title sponsor of the Canada Cup.
UCI secures Sufferfest as Women Road World Cup sponsor
The International Cycling Union (UCI) has announced indoor cycling training videos producer Sufferfest as the first major sponsor of its Women Road World Cup.