Europe

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Austrian gambling company Interwetten has added German club VfL Wolfsburg and Spanish club Sporting Gijón to its limited football club sponsorship roster, having all but given up on football sponsorship …

Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships. 

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…

Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain

La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal. T

Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…

Features

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France

AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.

US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.

Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.

British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.

Spain’s national football federation has inked three renewals and one new partnership in this year’s first quarter, raising at least €5.5m ($6.2m) in sponsorship revenue. T

Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.

Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco, according to industry sources.