Europe

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.

Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.

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.

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

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 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 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.

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.

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

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.

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.   

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

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.

The Ligové Fotbalové Asociace (LFA), the Czech league football association, has begun the search for a title sponsor for the top two divisions.

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 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.

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.