Europe
Lega Basket credits Infront with ‘economic growth’ as sponsorship deal extended to 2030
Lega Basket (LBA) has announced an extension to its sponsorship, marketing and digital agreement with Infront until the end of the 2029-30 season, crediting the agency with delivering ‘economic growth’ for…
Brand USA deal marks another presenting sponsor switch for NFL’s London Games
The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.
AC Milan renews sponsorship with gaming and betting firm Snaitech
Italian gaming and betting company Snaitech has renewed its sponsorship agreement with AC Milan and will activate the deal through its Snaifun gaming app
Strauss is first brand to sign up for next Europa and Conference League cycle
Engelbert Strauss has become the first brand to be announced as a Uefa Europa League and Uefa Conference League sponsor in the next three-year cycle from 2024-25 to 2026-27, having renewed its association…
‘The Women’s Ashes has given us huge momentum’ | Danielle Lee, Metro Bank
Danielle Lee, director of brand and marketing for Metro Bank, explains why the company is making grassroots women's cricket the focus of its sponsorship deal with the ECB..
Infinite Athlete passes compliance test to seal Chelsea shirt deal
Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.
BetMGM kicks off ‘stable’ of Premier League sponsorships with Newcastle deal
Premier League club Newcastle United has announced a multi-year deal with the newly launched UK arm of online gaming and sports betting brand BetMGM
BKT adds EuroCup title rights to EuroLeague deal to reach rural markets
Tyre manufacturer BKT was able to acquire the title rights to the EuroCup, Europe’s second-tier basketball competition, as part of its recent extension as a Premium Partner of the top-tier EuroLeague tournament.
CFI seeks global exposure through Sheffield United shirt deal
The Premier League’s huge worldwide appeal is a key aspect of both Dubai-based online trading provider CFI Financial Group’s front-of-shirt agreement with newly-promoted Sheffield United and the club’s sleeve deal with UK home appliances manufacturer Gtech.
EFL continues strong commercial momentum with 5-year Kellogg’s deal
The English Football League (EFL) has continued its strong recent commercial momentum with a five-year sponsorship deal with Kellogg’s.
Luton Town gambling sponsorship ban an ‘investment in culture,’ says CEO Sweet
Luton Town CEO Gary Sweet believes the club's decision to forgo sponsors from the gambling industry is costing it between £2m and £3m this season in lost income, but he says it has no intention to reverse the stance.
Levy: Tottenham ‘not as tied’ to finding stadium sponsor as before
Tottenham Hotspur is “not as tied” to identifying a naming sponsor for its new £1bn ($1.2bn) stadium having derived a marketing benefit from keeping the arena brand clean, according to chairman Daniel Levy.
Hisense extends with PSG as Chinese brand’s TV sales soar
Chinese electronic appliance company Hisense has extended its global sponsorship of French Ligue 1 club Paris Saint-Germain for another two years as it continues to use sport to increase brand awareness
Everton completes Kick/Stake combo to double sleeve income
Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
EXCLUSIVE: Heineken 0.0 to end Europa League and Conference League deals next year
Heineken’s non-alcoholic beer brand Heineken 0.0 will not extend its sponsorship of the Uefa Europa League and Conference League after its current deal expires at the end of the 2023-24 season.
Chicago Bulls seek sales director in Europe to attract international partners
The Chicago Bulls, one of the most recognisable brands in world sport, is recruiting for a director of international sales to drive a new revenue stream for the National Basketball Association franchise
Vodafone extends with Irish Rugby in ‘fast-paced telco market’
Vodafone Ireland has extended its principal sponsorship of the Ireland men’s rugby team in a four-year deal with the Irish Rugby Football Union (IRFU).
CSM senior executive Erskine takes top commercial job at Aston Villa
Ron Erskine, the experienced commercial executive who counts the Octagon and CSM Sport & Entertainment agencies as former employers, has joined Aston Villa as chief commercial officer (CCO)