Europe
Real Betis sign long-term deal with Vrauu, Espanyol and Valladolid secure extensions
Spanish LaLiga club Real Betis has signed up energy drink brand Vrauu to its sponsorship portfolio
Jules extends with ASO as outfitter of Tour de France officials until 2025
French men's fashion brand Jules has become an official supplier to the Tour de France in a four-year agreement, from 2022 to 2025
Horizm adds Dortmund to growing digital management portfolio
German Bundesliga club Borussia Dortmund has become the latest high-profile football club to appoint digital inventory management company Horizm to maximise income from their digital assets
Honda to promote electric car range after winning out in competitive RFU automotive category
Honda fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands
Data Snapshot: Golf 2021
Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – held sponsorship portfolios worth $487m (€420m) in 2021, up almost 6.5 per cent on 2020.
Midea extends with men’s, women’s teams at Manchester City
Manchester City has extended its global sponsorship agreement with Chinese consumer appliances producer Midea
Chiliz adds Bologna to Serie A set
Blockchain provider Chiliz has signed Bologna as the fifth club in its Italian Serie A football roster
Valentino and Wiegmann sign first client for new sponsorship consultancy BallGame
Raffaella Valentino, the former head of sponsorship sales at the Team Marketing agency, and Marcel Wiegmann, former senior partnership development manager at Liverpool FC, have teamed up to co-found BallGame…
Dell extends with McLaren F1, Medallia and EasyPost make sponsorship debuts
Technology company Dell Technologies has signed a multi-year extension to its sponsorship deal with McLaren Racing, an association which began in 2018
Bids across eight categories invited for Uefa national team and ‘Euro-only’ packages
European football’s governing body Uefa has invited interested parties to bid for its national team and “Euro only” sponsorship packages across eight categories spanning the 2022 to 2028 cycle.
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Expo 2020 Dubai builds on football presence with Arsenal deal
Arsenal has become the latest high-profile football club to sign a sponsorship agreement with Expo 2020 Dubai
Premier League clubs vote to prevent owner-funded sponsorships at Newcastle
English Premier League clubs have taken pre-emptive action against Newcastle United to stop the club from sourcing lucrative sponsorship deals linked to the new Saudi ownership
ThisIsGrandeza – adidas & Real Madrid
At the start of June 2021 adidas and Real Madrid rolled out a multi-stage unity campaign to celebrate the spirit of Madrid and promote the team’s 2021/22 season home, away and third kits.
Real Madrid agrees global sponsorship deal with US healthcare brand Abbott
Spanish football club Real Madrid has signed a global sponsorship agreement with American healthcare giant Abbott
Sportfive adds to basketball representation business with NBA Germany deal
The Sportfive agency has signed a multi-year marketing agreement with the NBA to represent the basketball organisation’s sponsorship business in Germany, Switzerland and Austria.
Paris 2024 agrees sponsorship deal with athlete caterer Sodexo
The organising committee for the Paris 2024 Olympic and Paralympic Games has agreed a sponsorship deal with catering company Sodexo, building on a pre-existing catering contract with the company
Birmingham 2022 selects Hewlett Packard Enterprise for network services
The organisers of the Birmingham 2022 Commonwealth Games have agreed a sponsorship deal with Hewlett Packard Enterprise (HPE)