Asia

Cricket

Indian education technology firm Byju’s has denied that it is in arrears with the Board of Control for Cricket in India under a sponsorship deal, following media reports that the company owed the board m…
Cricket

The International Cricket Council (ICC) has signed up Indian healthy food platform EatFit as a sponsor in a deal covering the upcoming men’s T20 World Cup, which will be played in Australia during October a…
Football

Chinese logistics firm Cainiao is to continue its sponsorship of Belgian Pro League club Standard Liège for another season.
Athletics

The Athletics Federation of India (AFI) has announced a “long-term” sponsorship agreement with Mumbai-based conglomerate Reliance Industries ahead of the Oregon 2022 World Athletics Championships.
Basketball

The National Basketball Association's Washington Wizards are significantly increasing their presence in Japan by striking an international marketing partnership with Tokyo-based human resources company…
Triathlon

The Professional Triathletes Organisation (PTO) has finalised a new rights agreement with media conglomerate Warner Bros. Discovery (WBD) ahead of the launch of the PTO Tour in Canada later this month
Esports

Asian esports and Web3 organisation Ampverse has appointed the Sportfive agency as its exclusive global commercial representative
Volleyball

Volleyball World, the commercial entity created by the International Volleyball Federation (FIVB) and private equity firm CVC Capital Partners, has agreed a sponsorship deal with casino and sports betting…
Football

Vietnamese brewer Saigon Beer Alcohol Beverage Corporation (Sabeco) has upgraded and extended its sponsorship of the Vietnam Football Federation (VFF) in a three-year agreement running from this year until…
Basketball

Rakuten Sports, the Rakuten Group’s sport and entertainment partnership services unit, expects to conclude its first regional deal for the Golden State Warriors in the coming months and has ambitions t…
Football

Premier League champions Manchester City have signed up gambling platform 8XBet as a regional sponsor in Asia
Football

Luggage brand Tumi has become an official partner of English Premier League club Tottenham Hotspur's pre-season tour of South Korea this month
Multi-sport

Adani Sportsline, the sports division of Indian conglomerate Adani Group, has struck a sponsorship deal with the Indian Olympic Association (IOA) ahead of the Birmingham 2022 Commonwealth Games
Multiple Sports

Chinese sports marketing firm Alibaba Sports is rebranding as Orange Lion Sports, marking a major shift in the business's focus
Cricket

The consulting agency behind the extension of the Indian cricket team’s front-of-jersey sponsorship by education technology provider Byju’s has confirmed details of the deal.
Mixed Martial Arts

The Ultimate Fighting Championship has agreed a deal for Australian food manufacturer BTNature (BTN) to become the mixed martial arts promotion's official dairy products partner in China
Motorsport

The China division of banking group HSBC has agreed a brand ambassador deal with Chinese Formula 1 driver Zhou Guanyu
Football

South Korea and Tottenham Hotspur football star Son Heung-min has become a global ambassador for British fashion brand Burberry under a multi-year deal