Europe
US tourism sector fuels NFL UK sponsorship growth
The US tourism sector continues to drive value for the National Football League’s international sponsorship portfolio. SportBusiness Sponsorship speaks to Michelle Webb, vice president, international, about the league's regional sponsorship approach.
Theobald named Liverpool commercial director
Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.
Castore blames exceptional costs for £29m loss
Castore has blamed extraordinary expenses and challenging economic conditions after registering a £28.9m loss for the year ending February 2024.
Allianz targets ‘rugby mums and dads’ with Twickenham stadium deal
Allianz is planning a series of grassroots and community rugby initiatives to support its naming rights agreement with Twickenham stadium, as it bids to ‘elevate its brand’ with a target market of commercial and personal lines customers in the UK.
BeIN’s LFP sponsorship investment under threat
The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.
Premiership Rugby hires Cooke as commercial lead
Ex-URC sponsorship chief Cooke brings significant commercial experience at a time of strong financial headwinds for Premiership Rugby.
Mapfre names Copa del Rey as title model prevails
Insurance company Mapfre has signed as the first-ever title sponsor of Spanish football’s Copa del Rey as well as the women’s equivalent knock-out competition, the Copa de la Reina.
Flix takes final Europa League sponsorship slot
Bus and train travel company becomes third German brand to sponsor the second and third-tier men's club competitions, filling the final sponsorship position.
McLaren performance hub central to Optimum Nutrition’s sports strategy
Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.
Made in Germany: Klopp stays local with Trivago
Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.
Kraken’s trio of sleeve deals driven by reach and experiential rights
SportBusiness Sponsorship provides detailed analysis of crypto exchange Kraken's three sleeve sponsorship deals with Tottenham, Atlético Madrid and RB Leipzig.
Chanel enters sport sponsorship with Boat Race title deal
Luxury fashion brand Chanel has made its first foray into sport sponsorship by becoming title sponsor of The Boat Race
TIM advances Serie A club sponsorship policy
Former Serie A title sponsor Telecom Italia (TIM) has agreed sponsorship deals with rivals AS Roma and SS Lazio, continuing the telco’s new club-by-club strategy.
French Olympic renewal for embattled Le Coq Sportif
Despite loaning funds to help Le Coq Sportif fulfil its Paris 2024 kit supply commitments, the French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF) have chosen to renew with the embattled sportswear brand.
Juve lands Azimut sleeve deal, TikTok for women
Juventus has filled one of the vacant positions on its men's team shirt, announcing global asset management firm Azimut as the new sleeve sponsor while TikTok has upgraded to shirt sponsor of the club's women's team.
Fiorentina lands Betway Scores as sleeve sponsor
Betway Scores has become the sleeve sponsor of Fiorentina in a deal with the Serie A side that took effect earlier this month
Faulkner swaps ECA for Wrexham role
Wrexham, the League One side owned by Hollywood actors Ryan Reynolds and Rob McElhenney, has further developed its commercial and communications structure with the hire of Rob Faulkner from the European…
Meritking agrees Betis tie-up after Galatasaray exit
Betis' global sponsorship deal with Meritking comes just days after Galatasaray was forced to terminate an agreement with the sports and entertainment news platform.