Europe
Team sponsors show up for NFL Munich Game
NFL teams with Germany market rights laid the groundwork for increased sponsorship activity at the NFL Munich Game.
Stade Toulousain signs 10-year Infront extension
French Top 14 rugby champions Stade Toulousain has retained Infront as its exclusive sponsorship and hospitality sales agency until 2035
BeIN makes second LFP payment, red flags remain
BeIN Sports has made its second payment to the French football league, but the dispute over the sponsorship element remains unresolved.
The pay-television broadcaster has paid €15.7m ($16.7
Laporta gets his deal as Nike extends with Barça
Barcelona president Joan Laporta can claim financial vindication for a drawn out, attritional negotiation process with the club’s kit supplier Nike in an extension of the deal until 2038.
DHB sticks with Sportfive through 2030
The Sportfive agency has renewed one of its longest-standing commercial deals, reupping its agreement with the German Handball Federation (DHB) until 2030
Oak View Group eyes growth from European division
US-based Oak View Group (OVG) launched a full venue services division in the UK and Europe this week in move that could see the sports venue operator and owner claim a greater slice of the venue sponsorship…
BKT gains traction from Ligue 2 activations
Indian tyre brand BKT has relied on a tried and tested activation strategy to promote its relationship with France's Ligue 2 and reach consumers of agricultural and specialised tyres.
‘Invisible’ brand Vodafone looks to rugby for cut through
Brand director Maria Koutsoudakis explains how Vodafone UK's initial foray into rugby has expanded into multiple deals.
US tourism sector fuels NFL UK sponsorship growth
The US tourism sector continues to drive value for the National Football League’s international sponsorship portfolio. SportBusiness Sponsorship speaks to Michelle Webb, vice president, international, about the league's regional sponsorship approach.
Theobald named Liverpool commercial director
Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.
Castore blames exceptional costs for £29m loss
Castore has blamed extraordinary expenses and challenging economic conditions after registering a £28.9m loss for the year ending February 2024.
Allianz targets ‘rugby mums and dads’ with Twickenham stadium deal
Allianz is planning a series of grassroots and community rugby initiatives to support its naming rights agreement with Twickenham stadium, as it bids to ‘elevate its brand’ with a target market of commercial and personal lines customers in the UK.
BeIN’s LFP sponsorship investment under threat
The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.
Premiership Rugby hires Cooke as commercial lead
Ex-URC sponsorship chief Cooke brings significant commercial experience at a time of strong financial headwinds for Premiership Rugby.
Mapfre names Copa del Rey as title model prevails
Insurance company Mapfre has signed as the first-ever title sponsor of Spanish football’s Copa del Rey as well as the women’s equivalent knock-out competition, the Copa de la Reina.
Flix takes final Europa League sponsorship slot
Bus and train travel company becomes third German brand to sponsor the second and third-tier men's club competitions, filling the final sponsorship position.
McLaren performance hub central to Optimum Nutrition’s sports strategy
Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.
Made in Germany: Klopp stays local with Trivago
Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.