Europe

The German Football League (DFL) and Germany’s Federal Cartel Office have ruled that Porsche will be able to take a 10.4-per-cent stake in Bundesliga club VfB Stuttgart.

Dubai-based Credit Financier Invest (CFI) has continued its recent sponsorship drive in European football via a deal with Paris Saint-Germain (PSG)

MG Motor UK has announced a multi-year sponsorship with Arsenal that will see the UK car manufacturer become the Premier League club’s ‘Official Automotive Partner’. T

The importance of sponsors to women’s football and with it the comparative absence of broadcast money has been laid bare for all to see in a new report analysing the finances of the game’s leading clu…

French insurance firm GMF is set to end its sponsorship of the French Rugby Federation (FFR) after 38 years of supporting the governing body.

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.

Carabao’s recent extension of its title sponsorship of the English Football League (EFL) Cup will see the energy drink brand become the longest serving naming sponsor in the tournament’s history.

Hampshire Cricket is looking to lead the way for sustainable development in cricket after signing up energy company Utilita as its new stadium naming rights sponsor

Sandwich restaurant chain Subway is making the UK the focus of its shirt sponsorship deal with Guild Esports, the professional esports team co-owned by David Beckham, having recently launched a major advertising push in the market.

Global venue management firm AEG has announced Uber as the new naming-rights sponsor for its arena in Berlin, replacing German carmaker Mercedes-Benz.

Artificial intelligence has emerged as one of the key compelling trends influencing the continued growth of the sponsorship industry, according to members of the European Sponsorship Association (ESA).

EA Sports has agreed to a two-year extension to its long-standing sponsorship and licensing agreement covering the German Bundesliga and 2. Bundesliga, meaning the deal will now run to at least 2027.

The England and Wales Cricket Board (ECB) has announced a three-year renewal of its sponsorship agreement with trading and investment firm IG.

Cadbury used the renewal of its sponsorship deal with English Premier League club Chelsea to extend its ‘Sign with Fingers’ campaign, designed to support the UK’s deaf community.

UK-based life, pensions and investments mutual Royal London has been named as founding partner and front-of-shirt sponsor for the British & Irish Lions women’s team’s first-ever overseas tour.

Former BBC and Discovery executive Dominic Coles has entered into a partnership with NPG Sport & Communication, the Norwegian brand activation agency