Europe

Korean automotive manufacturer Kia has signed a new agreement with Surrey County Cricket Club through which it will retain naming rights to The Oval until the end of 2024

LaLiga football club CD Leganés has signed a one-season shirt sleeve deal with cryptocurrency token Kick Soccer Coin (KSOC).

UK bookmaker Paddy Power has launched a new sponsor-free kit with Huddersfield Town for the 2019-20 season, after admitting that a previous strip released earlier this week was a “hoax” and a “monstrosity.” Af

Serie A club AS Roma has named Socios.com, the blockchain-based mobile app, as the club's Official Cyptocurrency Partner

German Handball Bundesliga club THW Kiel has extended its shirt sponsorship agreement with regional lottery company Lotto Schleswig-Holstein

Spanish LaLiga football club Valencia has agreed a three-season partnership with Sailun through which the Chinese tyre manufacturer will take branding rights on the team’s shirt sleeves.

Bundesliga club Borussia Dortmund is reportedly on the verge of a €300m ($336m) mega-deal with German sportswear brand and current kit sponsor Puma.

French sausage brand Cochonou has renewed its partnership with the Tour de France for another six years, until 2025

Spain’s LaLiga has signed new partnerships with Japanese travel agent HIS and UK food delivery brand Deliveroo.

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.

Bundesliga club Borussia Dortmund is reportedly on the verge of a €300m ($336m) mega-deal with German sportswear brand and current kit sponsor Puma.

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.

US financial services company Mastercard has agreed a three-year partnership with the Women’s British Open, adding to its long-standing backing of men’s golf major The Open.

Dutch Eredivisie football club Vitesse Arnhem has signed shirt sponsorship deals with the Netherlands Open Air Museum and the Koninklijke Burgers’ Zoo, which are both located in Arnhem.

English Premier League football club Everton has expanded partnerships with Italian food company Fratelli Beretta and USM Holdings, the holding company for the business interests of Russian billionaire…

Chinese smartphone brand Oppo has renewed its partnership with LaLiga club Barcelona

The Haas F1 Team has reached the end of an era with former title sponsor Rich Energy, after the company rebranded itself and forced out controversial founder and chief executive William Storey

Video game developer EA Sports has entered into a partnership with English Premier League football club Liverpool

Italian Serie A football club Juventus has signed an exclusive three-year partnership with Japanese video game developer Konami

Scottish Rugby, the governing body of rugby union in the country, has agreed an early extension to its partnership with Italian sportswear company Macron

Premier League club Liverpool FC has upgraded its long-term regional deal with car brand MG Motor to a global partnership

Belgian First Division A club RSC Anderlecht has launched a new naming rights deal with Lotto, Belgium’s national lottery.

Cycling apparel and equipment retailer Sigma Sports has agreed a partnership with the 2019 Road World Championships, which take place in the English county of Yorkshire from September 22-29

Chelsea has agreed a three-season partnership with 1xBet, with the London club joining fellow English Premier League football team Liverpool and Spanish LaLiga outfit Barcelona as new signings for the…

British drinks brand Rich Energy has published legal documents purporting to show that it has terminated its sponsorship deal with the Haas F1 Team, despite Haas’s claims to the contrary.

Triathlon events operator Ironman has agreed new partnerships with car rental firm Avis and percussive massage therapy brand Theragun