Europe

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…

German Bundesliga football club Eintracht Frankfurt has agreed new partnerships with office furniture manufacturer König + Neurath and interior furnishing products company Joka.

The French Volleyball Federation (FFVolley) has signed a late shirt sponsorship deal with online betting company Betclic, as the men’s national team prepares to commence its EuroVolley 2019 campaign o…

The Bitcoin logo (₿) will appear on the shirt sleeve of Premier League football club Watford for the rest of this season, as part of a promotional drive by the club’s main shirt sponsor, betting brand Spo…

The Swiss Ice Hockey Federation has extended deals with two of its major sponsors, watchmaker Tissot and the Swiss airline

German motor oil manufacturer Liqui Moly has extended its sponsorship of the International Ice Hockey Federation’s (IIHF) World Championship ahead of the 2020 edition in Switzerland.

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. 

EHF Marketing, the marketing arm and subsidiary of the European Handball Federation (EHF) has revealed that sponsorship income during the 2018-19 season peaked at more than €6m ($6.6

The Betsson Group of sports betting and casino gaming sites has renewed its sponsorship of the Swedish Hockey League (SHL)

Italian Serie A side Bologna has renewed a sponsorship agreement with Illumia, which allows the Italian natural gas and electricity supplier to continue to sport its logo on the back of the players’ s…

The Swiss Competition Commission (Comco) has approved the takeover of the InfrontRingier Sports & Entertainment agency by Swiss media group Ringier in a move that will see it transition to Ringier Sports

Premier League clubs Liverpool and Chelsea have suspended all advertising with Russian-owned betting operator 1XBet – a week after Tottenham Hotspur terminated its sponsorship with the brand.

Wind turbine company Vestas has become the Principal Partner of the Mercedes-Benz EQ Formula E Team in a long-term deal

Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…

Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal

Renewable and recyclable solutions company Stora Enso has extended its presenting sponsorship of the International Ski Federation’s (FIS) Nordic World Ski Championships for a fourth edition of the event.

The English Football Association has agreed a three-year partnership with the international arm of Japanese children’s entertainment property the Pokémon Company.

LaLiga club Atlético Madrid has signed a partnership deal with Socios.com, the blockchain-based fan engagement and rewards platform. As the club's ‘Official Fan Token partner’, Socios.com

Active eyewear brand goodr has partnered with this year’s edition of women’s team golf competition the Solheim Cup, which takes place this week at Gleneagles in Scotland.

Juventus is close to renewing its shirt sponsorship with vehicle manufacturer Jeep in a deal that would increase the Serie A football club's revenue from €16m ($17.6

Telecommunications Vodafone has renewed its main sponsorship deal with the Irish Rugby Football Union (IRFU), the governing body of rugby union in Ireland

Food retail store chain Spar has renewed its presenting partnership with the Swiss Handball Federation (SHV)

Soft drinks manufacturer Coca-Cola has today been announced as an Official Sponsor of the 2020 Uefa European Championships

The Football Association has fined English Championship club Huddersfield Town about 12.5 per cent of its rights fee from 'shirt sponsor' Paddy Power for breaking the FA’s kit and advertising regulations.

Borussia Dortmund has agreed a two-season deal that will make online forex trading company InstaForex an official partner of the German Bundesliga football club in Asia and the Commonwealth of Independent…

Spanish Liga ACB basketball club Real Madrid has signed Palladium Hotel Group as its new main sponsor

Premier League club Chelsea has reportedly opened talks with potential new main shirt sponsors as the incumbent Yokohama Rubber deliberates on whether to renew after this season

Norwegian cooperative building association OBOS has enhanced its association with Svensk Elitfotboll, the organising body of the top two club football divisions in Sweden, by becoming the presenting partner…

Six Dutch companies in the energy chain have joined forces under the ‘Mission H2’ name to partner TeamNL, the Dutch Olympic team.  

Home improvement retail store chain Epicentr K has signed a new partnership with the Ukrainian Football Association (UAF)

Dutch Eredivisie football club Ajax has agreed a partnership with Chinese iGaming software supplier BBIN. Terms of the deal were not disclosed, but it will run for at least the 2019-20 season