Europe

Football
Licensing & Merchandising

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
Football
Sponsorship & Marketing

The Ligové Fotbalové Asociace (LFA), the Czech league football association, has begun the search for a title sponsor for the top two divisions.
Football
Sponsorship & Marketing

Sports betting and online casino operator Betsson is expected to be unveiled as Inter Milan’s new shirt sponsor after overcoming rival bids for the contract.
Road Cycling
Sponsorship & Marketing

Škoda Auto has doubled down on its sponsorships profile in road cycling by extending as a main sponsor of the Tour de France and La Vuelta Grand Tour races for both men and women.
Football

The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.
Football
Sponsorship & Marketing

Serie A has agreed a five-year extension to its contract with the Interregional Sports Group (ISG) that sees the specialist agency deploy virtual advertising across all 380 matches in the Italian topflight.
Rugby Union

Six Nations Rugby has secured an uplift in the value of the men's and women's Six Nations title rights in its recent sponsorship renewal with Guinness.
Football
Sponsorship & Marketing

The Red Bull football group's long-running association with Nike will come to an end in June, after RB Leipzig, the senior club in the portfolio, signed a new kit supplier deal with Puma
Football
Sponsorship & Marketing

Swissquote has become the second standalone sponsor of the Uefa Europa League and Uefa Conference League to renew for the next commercial cycle from 2024-25 to 2026-27
Snooker
Sponsorship & Marketing

Castore, the UK sportswear brand, is continuing to broaden its sports portfolio, today (Friday) entering into a five-year deal with the World Snooker Tour (WST)
Football
Sponsorship & Marketing

Castrol has served notice that it won’t extend its sponsorship of the Premier League when it expires at the end of the current season.
Football
Sponsorship & Marketing

Borussia Dortmund (BVB) has become the latest European football club to add sports energy drink Prime to its sponsorship portfolio.
Golf

FedEx’s investment as title sponsor of the Open de France golf tournament can be credited directly to the DP World Tour’s commercial partnership with the PGA Tour.
Tennis
Sponsorship & Marketing

The All England Lawn Tennis & Croquet Club (AELTC) has today announced that airline Emirates has become an official sponsor of the Wimbledon championships in a multi-year deal.
Football
Sponsorship & Marketing

TGI Sport, the virtual advertising technology, media and marketing company part owned by Bruin Capital, is to provide an ‘end-to-end’ virtual advertising solution for the Spanish Football Federation (RFEF).
Football

Škoda is using its sponsorship deal with Women’s Super League (WSL) side Chelsea Women to develop brand awareness and consideration, as well as target female consumers and family audiences.
Football
Sponsorship & Marketing

Sportfive has been handed a remit to help sell sponsorship and hospitality packages for FC Schalke 04, the cash-strapped 2. Bundesliga club
Football

BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.