Europe

Football
Sponsorship & Marketing

Carlsberg has extended its sponsorship agreement with Liverpool FC for ten more years, taking the longest-running sponsorship agreement in the Premier League into a fourth decade.
Athletics
Finance & Law

The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…
Football
Sponsorship & Marketing

Global consumer goods giant Unilever has added to its national team football sponsorship portfolio, agreeing a deal to sponsor Uefa Euro 2024
Multiple Sports
Sponsorship & Marketing

The Orsen sports marketing agency has secured the contract to identify sports and entertainment sponsorship opportunities for Metavisionaries, the space research organisation staffed by former Nasa scientists.
Football

AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.
Football
Sponsorship & Marketing

Chinese tyre manufacturer ZC Rubber has signed with Arsenal as the club’s ‘Official Global Tyre Partner’ in a deal brokered by the EMW Global agency.
Multiple Sports
Industry Moves

Joel Seymour-Hyde has left his role as managing director of Octagon UK after more than 16 years with the agency
Multiple Sports
Finance & Law

Castore, the UK sportswear manufacturer, is closing in on a £1bn (€1.16bn/$1.26bn) valuation, after securing £150m in a round of investment led by US bank Raine Group.
Football
Sponsorship & Marketing

Bayern Munich and Adobe have decided to end their sponsorship agreement by mutual consent, just one year into a three-year contract.
Football

Andrea Morando, global head of partnerships at Socios, explains the company's latest partnership with Tottenham Hotspur and how it represents a new stage in the development of its fan engagement tools.
Multiple Sports
Industry Moves

M&C Saatchi Sport and Entertainment (S&E) top executives Steve Martin and Jamie Wynne-Morgan have left the agency after nearly two decades following a major restructure of its UK operations.
Football

Chelsea Women's new commercial director Zarah Al-Kudcy describes the sponsorship proposition for the reigning WSL champions and the differences from her previous role as head of commercial partnerships at Formula 1.
Cycling
Sponsorship & Marketing

French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership with the squad.
Football
Sponsorship & Marketing

The Danish Football Association (DBU) has agreed terms on an eight-year extension with its kit partner, Hummel, with the new deal set to have a focus on gender equality.
Football
Sponsorship & Marketing

Adobe has added to its sponsorship portfolio in women’s football by agreeing a three-year deal to become the lead sponsors of the Women’s FA Cup.
Football

Korean forward Lee Kang-in will be at the heart of Korean bakery chain Paris Baguette's global deal with Paris Saint-Germain.
Football

German football club St. Pauli has welcomed Puma back as its kit supplier after deciding to no longer manufacture its own jerseys.
Motorsport
Sponsorship & Marketing

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.