Europe
‘Mission Masterclass’ – Enterprise Rent-A-Car and the Uefa Europa League
US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.
AFA continues regional betting drive with VBet sponsorship
The Argentinian Football Association (AFA) has added another regional betting sponsor to its extensive portfolio in a new deal with VBet.
IBSA announced as first exclusive AS Roma Women’s shirt sponsor
Multinational pharmaceutical company IBSA has been announced as the first exclusive front-of-shirt sponsor for AS Roma’s women’s team.
Biggest ATP Finals yet nets more than €20m in sponsorship revenue
The Association of Tennis Professionals (ATP) enjoyed its most commercially successful Nitto ATP Finals yet, having exceeded €20m in sponsorship revenue for the first time.
Milan-Cortina 2026 edges closer to revenue target with sponsor additions
The organisers of the Milan-Cortina Winter Olympics in 2026 have moved closer to hitting their sponsorship revenue targets with the signings of the national state-owned railway FS Italiane Group and the…
Continental back as Giro d’Italia top sponsor
Continental, the German tyre manufacturer, has returned as a sponsor of road cycling's Giro d'Italia after a four-year hiatus
Philadelphia to sponsor Serie A Manager of the Month Award
Lega Serie A has agreed a deal with Mondelez-owned cream cheese brand Philadelphia to sponsor its Manager of the Month Award.
Kellogg’s grows football presence with Manchester City sponsorship
Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
Saudi’s Aramco named sole title sponsor of Aston Martin F1
Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.
Former Arsenal executives launch new agency, land Rangers contract
Sean Thornley, Arsenal’s former business development lead, and Menino Pereira, the club’s former head of partnerships, research and insights, have launched a new sports marketing agency targeting sports rights-holders and brands.
Serie A derives marketing benefits from Made in Italy deal
Italy’s Ministry of Foreign Affairs and International Cooperation will use players from each of Serie A’s 20 clubs to promote Italian-made products in a series of TV and digital media adverts as part of its sponsorship deal with the Italian top-flight.
Carvana makes MLS play with Chicago Fire shirt sponsorship
US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire
Guinness replaces TikTok as Women’s Six Nations title sponsor, men’s renewal inked
Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Orion makes first foray into sponsorship with multi-year Liverpool deal
Global technology and digital transformation firm Orion Innovation has announced a new agreement with Liverpool, marking the company's first step into the sponsorship space.
Paddy Power ups the ante with World Darts Championship title deal
Paddy Power’s title sponsorship of the Professional Darts Corporation’s (PDC) World Darts Championship is the brand’s most significant sports sponsorship deal to date.
FA recruits Barclays’ Gray as new commercial director
The Football Association has appointed digital media executive James Gray as its new commercial director to replace Navin Singh who will soon take up a leading role with Six Nations Rugby
Bundesliga clubs narrowly vote to enter private investor talks
The German Football League (DFL) has been given the green light to re-enter talks with potential investors, after the smallest possible majority of Bundesliga and 2
EXCLUSIVE: Premier League seeks new beer sponsor as Budweiser exits
The Premier League is in the market for a new beer sponsor after AB InBev gave notice that its Budweiser brand will not extend its Official-Partner-level deal when it expires at the end of the current season.