Europe

Motorsport

Melissa Noakes, head of sponsorship and events for Santander UK, explains how the banking brand leverages global sponsorship assets at a national level and why the brand ceased its sponsorship activities in football.
Football

Juventus FC has appointed the Two Circles agency as it intensifies its efforts to identify a new brand to replace long-standing front-of-shirt sponsor Jeep.
Football

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Football

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Football

The Hungarian government has given its blessing to a controversial sponsorship deal between Russian energy firm Gazprom and the country’s leading football team Ferencváros, signalling its intention to continue relations with Russia despite its invasion of Ukraine.
Football

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal. 
Athletics

The head of UK Athletics believes a new joint venture with London Marathon Events and the Great Run Company will allow it to create compelling new cross-property sponsorship opportunities and introduce a new spirit of ‘entrepreneurialism’ to the national governing body.
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.
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.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Football

Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.
Horse Racing

Jonathan Gregory, the commercial director for the Goodwood Group, describes how its portfolio of horse racing and motorsport events appeal to luxury brands and how it is benefiting from the growth in popularity of F1
Football

Global bank Barclays is believed to be close to finalising a title sponsorship renewal with the Women’s Super League (WSL). The Daily Telegraph has reported that the bank is set to pay £9m ($11.4m/€10.5m)
Football

The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
Football

Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.
Football

Uefa is targeting €750m per season in sponsorship and licensing income from its three men’s club competitions from 2024-25 to 2026-27 in what would be a 39.2-per-cent-increase on the average of €538.7m per season generated in the current cycle.