Europe
Feyenoord set for lucrative Mediamarkt shirt sponsorship
Feyenoord is to have a new shirt sponsor from the 2024-25 season, with a lucrative agreement with German electronics retailer Mediamarkt thought to be in place.
EXCLUSIVE: Oppo exits Roland Garros sponsorship amid French market retreat
Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.
Chase splashes out on home FAs as UK operation heads for profit
Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.
Uefa takes another run at crypto by inviting Champions League sponsor bids
Uefa has launched a process inviting bids from prospective sponsors in the crypto exchange category to fill its Champions League sponsorship portfolio and has already received one offer from the sector.
Kosner furthers Spanish investment with Osasuna extension
After entering the Spanish sponsorship market in 2023 with a trio of deals, air conditioning brand Kosner has extended its front-of-shirt deal with LaLiga club Osasuna
Mondelez spreads its spend with Bundesliga renewal
Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Bayer Leverkusen to deploy PADS virtual advertising technology
Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
DAZN, Mediaset extend Serie A ad sales deal
DAZN has extended its contract with the Mediaset-owned Digitalia 08 for advertising sales around the subscription broadcaster’s live coverage of Italian football’s Serie A.
‘The Big 180’ – Paddy Power, PCUK and the World Darts Championship
Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.
Audi fast-tracks F1 plans with full Sauber takeover
German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
‘Rugby and Guinness have been on similar journeys’ | Stephen O’Kelly, Diageo
SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.
Jockey Club searches for Cheltenham Festival title sponsor amid strategy shift
The Jockey Club is in the market for a title sponsor for next year’s Cheltenham Festival as it embarks on a strategy to combine its sponsorship assets into a more ‘holistic’ offering for brands.
Premier League toughens rules on ‘Associated Party’ sponsor and transfer deals
The Premier League has tightened its rules on its member clubs striking inflated sponsorship and transfer deals with companies and organisations connected to their owners
DFL extends licensing agreement with Mondelez International
The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
Advantage Fortuna as Czech league title sponsor tender includes matching right
The Ligové Fotbalové Asociace (LFA), the Czech league football association, has begun the search for a title sponsor for the top two divisions.
Betsson fends off competition to secure Inter Milan shirt deal
Sports betting and online casino operator Betsson is expected to be unveiled as Inter Milan’s new shirt sponsor after overcoming rival bids for the contract.
Škoda extends with Tour de France and La Vuelta for Europe market boost
Škoda Auto has doubled down on its sponsorships profile in road cycling by extending as a main sponsor of the Tour de France and La Vuelta Grand Tour races for both men and women.
WeAreFearless and Hackney Women’s FC
The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.