Europe

Spanish LaLiga club Real Betis has signed up energy drink brand Vrauu to its sponsorship portfolio

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

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 fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands

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.

Manchester City has extended its global sponsorship agreement with Chinese consumer appliances producer Midea

Blockchain provider Chiliz has signed Bologna as the fifth club in its Italian Serie A football roster

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…

Technology company Dell Technologies has signed a multi-year extension to its sponsorship deal with McLaren Racing, an association which began in 2018

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. U

Arsenal has become the latest high-profile football club to sign a sponsorship agreement with Expo 2020 Dubai

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

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.

Spanish football club Real Madrid has signed a global sponsorship agreement with American healthcare giant Abbott

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.

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

The organisers of the Birmingham 2022 Commonwealth Games have agreed a sponsorship deal with Hewlett Packard Enterprise (HPE)