Frito-Lay North America, the convenient foods division of PepsiCo, has continued its relationship with Fifa by becoming a sponsor of this summer’s Women’s World Cup.

Sports rights and marketing company TGI Sport has further expanded its portfolio by acquiring Australian talent management agency, SFX Sports Group

Australasia’s National Rugby League has signed a five-year extension to its ball supply sponsorship with Steeden, the Australian sports equipment manufacturer.

Australia's National Rugby League (NRL) has announced a new sponsorship with snack brand Arnott's Shapes

Australian financial services group Liberty has extended its sponsorship of the A-Leagues, which includes title rights for the top tier of domestic women’s football.

The British and Irish Lions and Rugby Australia have announced that CSM Sport & Entertainment has been selected as the 2025 Tour's exclusive sponsorship agency

Fifa is continuing to build out the 2023 Women's World Cup sponsorship portfolio, with Cisco the latest brand to come on board

Australian logistics company Team Global Express has agreed a sponsorship deal with the 2023 Fifa Women’s World Cup, which is being co-hosted in its home country and New Zealand.

The British & Irish Lions have opted to extend their approach to commercialising the team’s overseas tours by entering into a joint venture with Rugby Australia.

Rugby Australia has announced a new sponsorship agreement with cross-border payments company Corpay

Chinese consumer electronics and white goods brand Hisense has sought to refocus its sponsorship of Australia’s National Rugby League after its last deal with the property was disrupted by the Covid pandemic. Faaez Samadi reports.

Fifa has announced Jacob's Creek as a sponsor of the 2023 Women's World Cup in Australia and New Zealand

The National Rugby League (NRL) has announced a multi-year extension of its sponsorship with Australian drinks company Asahi Beverages

Australia’s national airline Qantas has renewed its long-standing sponsorship agreement with Football Australia for another three years.

The Australian Football League (AFL) has named Chinese electronics company TCL Electronics as the league’s official 'TV & Whitegoods' partner, as well as a sponsor of a hospitality area within the AFL-owned M…

Fifa president Gianni Infantino has confirmed that Visit Saudi, Saudi Arabia’s tourism authority, will not be sponsoring this year’s Women’s World Cup in Australia and New Zealand following a backlash from …

The National Rugby League (NRL) has announced that Hisense has extended its sponsorship agreement for another three years