Europe

The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.

Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.

Uefa is targeting €750m per season in sponsorship and licensing income from its three men’s club competitions from 2024-25 to 2026-27 in what would be a 39.2-per-cent-increase on the average of €538.7m per season generated in the current cycle.

Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.

The English Premier League today announced it has acquired a stake in virtual reality software firm Rezzil and agreed a new four-year licensing agreement.

James Ralley, World Rugby’s director of partnerships and brand, has left the organisation to become the commercial director for the St Andrews Links Trust, the body that manages the seven links golf courses at St Andrews in Scotland.

FC Barcelona’s president Joan Laporta has ramped up the pressure on kit supplier Nike to either quit or pay more to the debt-laden LaLiga club.

Sky Ireland decided to take out Primary Partner rights to the Irish men's national football team after reaping the benefits of an alignment with the women's national team.

The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.

Stefan Krauss, the long-standing managing director of Infront Austria and the agency’s vice-president of winter sports, is to leave the company by the end of next month.

One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…

Ligue de Football Professionnel (LFP), organising body of the top two divisions of the French game, has agreed a three-season deal making McDonald’s the new title sponsor of Ligue 1, with the contract reportedly nearly doubling in value.

Consumers see Just Eat Takeaway.com as “significantly more prestigious, culturally relevant and exciting” as a result of its sponsorship deals with the Uefa Champions League, Europa League and Conference League, according to Marijn Luchtman, global head of sponsorships for the brand.

The Football Association of Ireland (FAI) has ended a four-year search for a main national team sponsor by announcing Sky Ireland as the primary partner of the men's senior side until 2028.

The Dubai-based airline will begin its agreement with the All England Lawn Tennis & Croquet Club (AELTC) from this year’s tournament, which takes place entirely in July.