Europe

NFL teams with Germany market rights laid the groundwork for increased sponsorship activity at the NFL Munich Game.

French Top 14 rugby champions Stade Toulousain has retained Infront as its exclusive sponsorship and hospitality sales agency until 2035

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

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.

The Sportfive agency has renewed one of its longest-standing commercial deals, reupping its agreement with the German Handball Federation (DHB) until 2030

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…

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.

Brand director Maria Koutsoudakis explains how Vodafone UK's initial foray into rugby has expanded into multiple deals.

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.

Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.

Castore has blamed extraordinary expenses and challenging economic conditions after registering a £28.9m loss for the year ending February 2024.

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.

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.

Ex-URC sponsorship chief Cooke brings significant commercial experience at a time of strong financial headwinds for Premiership Rugby.

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.

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.

Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.

Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.