Europe

Biathlon

Stefan Krauss, the long-standing managing director of Infront Austria and the agency’s vice-president of winter sports, is to leave the company by the end of next month.
Football

One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…
Football

Ligue de Football Professionnel (LFP), organising body of the top two divisions of the French game, has agreed a three-season deal making McDonald’s the new title sponsor of Ligue 1, with the contract reportedly nearly doubling in value.
Football

Consumers see Just Eat Takeaway.com as “significantly more prestigious, culturally relevant and exciting” as a result of its sponsorship deals with the Uefa Champions League, Europa League and Conference League, according to Marijn Luchtman, global head of sponsorships for the brand.
Football

The Football Association of Ireland (FAI) has ended a four-year search for a main national team sponsor by announcing Sky Ireland as the primary partner of the men's senior side until 2028.
Tennis

The Dubai-based airline will begin its agreement with the All England Lawn Tennis & Croquet Club (AELTC) from this year’s tournament, which takes place entirely in July.
Football

Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Cricket

The England and Wales Cricket Board (ECB) today announced that health and life insurance brand Vitality has renewed its sponsorship agreement for three more years.
Football

Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Football

SportBusiness understands Castore is positioned to take over all existing Umbro football kit contracts in the UK, with exclusive windows to become each club's kit supplier after their Umbro contracts expire.
Cricket

Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.
Football

Feyenoord is to have a new shirt sponsor from the 2024-25 season, with a lucrative agreement with German electronics retailer Mediamarkt thought to be in place.
Tennis

Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.
Football

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.
Football

Uefa has launched a process inviting bids from prospective sponsors in the crypto exchange category to fill its Champions League sponsorship portfolio and has already received one offer from the sector.
Football

After entering the Spanish sponsorship market in 2023 with a trio of deals, air conditioning brand Kosner has extended its front-of-shirt deal with LaLiga club Osasuna
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Football

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.