Europe
Toyo Tires extends backing of European Athletics
Japanese tyre manufacturer Toyo Tires has renewed its partnership with the European Athletics continental governing body
Jeep, Lete and Pirelli lead Serie A for sponsorship recognition – research
The sponsors of clubs in Italy’s Serie A with the highest level of recognition among football fans are Jeep, Lete and Pirelli, according to research by Italian consultancy StageUp and research company I…
Carabao extends EFL Cup naming deal until 2021-22
Energy drink Carabao has signed a two-year extension of its naming partnership with the EFL Cup, England’s football league cup, which will be named the Carabao Cup until 2021-22.
UBI Banca extends NBA partnership in Italy
North American basketball league the NBA has extended its partnership in Italy with banking group UBI Banca
French women’s handball league lands Butagaz as title sponsor
French energy company Butagaz has been unveiled as the new title sponsor of the domestic Women’s Handball League.
Man City connects with Chinese spirits brand JNC
Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC.
Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.
Bologna extends with main partner Liu Jo
Italian clothing brand Liu Jo has extended its main sponsorship agreement with Serie A football club Bologna
Oppo, Infosys add cash and new energy to Roland-Garros roster
The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.
Santander’s LaLiga extension aligns title deal with Champions League cycle
Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.
Euronics links up as Official Partner of ESL
Dutch multinational electronics retail group Euronics has signed a new partnership with Germany’s ESL, the world’s largest esports event organiser.
Swiss airline signs up for Ice Hockey World Championship
The Swiss airline brand has been named the Official Airline of the 2020 Ice Hockey World Championship, hosted by Switzerland
Alfa Romeo targets youth audience with Little Mole partnership
Formula One motor-racing team Alfa Romeo Racing has partnered up with cartoon character Little Mole in an effort to reach out to a young audience
Umbro retains key partnerships with Everton, West Ham
British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.
Infront reveals ex-employee believed to have defrauded clients
Infront is expected to announce today that a former employee is under criminal investigation for “disloyal and unfaithful business management” during their time at the agency.
Betway renews with West Ham, breaks its own record partnership fee
Global sportsbook and casino brand Betway has paid a new record fee to extend its partnership with Premier League club West Ham
Balocco extends backing of Juventus
Italian Serie A football club Juventus has renewed its long-running partnership with confectionery company Balocco
Joma closes kit deals with Atalanta, SD Eibar, TSG Hoffenheim
Spanish sportwear brand Joma has signed new kit deals with Atalanta, SD Eibar and TSG Hoffenheim.
The deals include new partnerships with SD Eibar and TSG Hoffenheim and an extension with Atalanta
Macron signs new referee kit partnership with Uefa
Italian sportswear brand Macron has signed a new referee kit partnership with Uefa.
Under the deal, Macron will provide referee uniforms for all Uefa competitions for the next three years, until 2022