Europe

Basketball

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…
American Football

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.
Football

Italian gaming and betting company Snaitech has renewed its sponsorship agreement with AC Milan and will activate the deal through its Snaifun gaming app
Football

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…
Cricket

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..
Football

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.
Football

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
Basketball

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.
Football

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.
Football

The English Football League (EFL) has continued its strong recent commercial momentum with a five-year sponsorship deal with Kellogg’s.
Football

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.
Football

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.
Football

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
Football

Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
Football

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.
Basketball

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
Rugby Union

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).
Football

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)