Europe

Football
Sponsorship & Marketing

Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Cricket
Sponsorship & Marketing

The England and Wales Cricket Board (ECB) today announced that health and life insurance brand Vitality has renewed its sponsorship agreement for three more years.
Football
Finance & Law

Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Football
Licensing & Merchandising

SportBusiness understands Castore is positioned to take over all existing Umbro football kit contracts in the UK, with exclusive windows to become each club's kit supplier after their Umbro contracts expire.
Cricket
Sponsorship & Marketing

Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.
Football
Sponsorship & Marketing

Feyenoord is to have a new shirt sponsor from the 2024-25 season, with a lucrative agreement with German electronics retailer Mediamarkt thought to be in place.
Tennis
Sponsorship & Marketing

Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.
Football

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.
Football
Sponsorship & Marketing

Uefa has launched a process inviting bids from prospective sponsors in the crypto exchange category to fill its Champions League sponsorship portfolio and has already received one offer from the sector.
Football
Sponsorship & Marketing

After entering the Spanish sponsorship market in 2023 with a trio of deals, air conditioning brand Kosner has extended its front-of-shirt deal with LaLiga club Osasuna
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Football
Sponsorship & Marketing

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Football
Media

DAZN has extended its contract with the Mediaset-owned Digitalia 08 for advertising sales around the subscription broadcaster’s live coverage of Italian football’s Serie A.
Darts
Sponsorship & Marketing

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.
Motorsport
Finance & Law

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
Rugby Union

SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.
Horse Racing

The Jockey Club is in the market for a title sponsor for next year’s Cheltenham Festival as it embarks on a strategy to combine its sponsorship assets into a more ‘holistic’ offering for brands.   
Football
Finance & Law

The Premier League has tightened its rules on its member clubs striking inflated sponsorship and transfer deals with companies and organisations connected to their owners