Europe
‘Our target audience over-indexes in cricket’ | James Morrison, Laithwaites
James Morrison, head of brand and partnerships for Laithwaites Wine, explains why the wine delivery service returned as a sponsor of the England and Wales Cricket Board.
H.I.G. Capital ready to cash in on Sportfive with sale explored
H.I.G. Capital, the international private equity and asset management firm, is looking to put the Sportfive agency up for sale, according to reports.
Miami-based H.I.G
AFA continues global expansion through first European sponsorship deal with Smartsoft
The Argentinian Football Association (AFA) has added a new region to its sponsorship portfolio after signing online game software developer Smartsoft as its first European sponsor
Juventus leverages popularity in Asia to extend Ganten deal
Federico Palomba, managing director of Juventus FC's APAC office, talks about the club's recent renewal with Chinese mineral water brand Ganten.
Infront builds motorsport footprint with expanded ADAC deal
The Infront agency has signed an expanded agreement with ADAC Motorsport that sees it become the German motorsport event organiser’s Official Marketing Partner.
Forest’s poor environmental record created ‘hassle’ for sponsor E.ON
The marketing chief for E.ON UK, Nottingham Forest’s Official Sustainability Partner, has described how the club’s poor performance in a table ranking the environmental efforts of Premier League teams created ‘a lot of hassle’ for the electric utility firm.
Newcastle United secures national airline as third Saudi sponsor
Newcastle United has built on its existing link to Saudia, the airline which is the national flag carrier for Saudi Arabia, with a new sponsorship agreement
Salomon ups sponsorship profile as Milan-Cortina 2026 ‘Premium Partner’
French outdoor sports brand Salomon has made its biggest sponsorship deal to date by signing as a top-tier ‘Premium Partner’ of the Milan-Cortina Winter Olympics in 2026.
EFL continues commercial streak as Carabao extends EFL Cup title deal
The English Football League (EFL) has followed its recent trend of securing major commercial extensions by signing a renewal of its EFL Cup title sponsorship contract with energy drink Carabao
Dutch conglomerate Pon set to succeed Jumbo as top cycling team sponsor
The future of Team Jumbo-Visma, the top professional cycling team from the Netherlands, looks to have been secured with Pon Holdings, a Dutch conglomerate in the transportation sector, stepping into replace…
Lazio targets Rome’s ‘Expo 2030’ candidate bid for front-of-shirt slot
Italian Serie A club SS Lazio is set to take sides in the host city contest for ‘Expo 2030’ by accepting the Rome bid as its main shirt sponsor.
IOC steps up centralisation play as Olympic Qualifier Series hosts named
Moves to centralise the Olympics qualification process have been advanced with the dual hosting appointment of Budapest and Shanghai, as the International Olympic Committee continues its push to better…
Lexus accelerates tennis sponsorship growth with Paris Masters deal
Japanese car brand Lexus has continued its tennis sponsorship drive after announcing a new agreement with the Rolex Paris Masters tournament
Sportfive adds two more World Women’s Handball Championship sponsors
The Sportfive agency has landed two more sponsors for the International Handball Federation (IHF) World Women's Handball Championship, which takes place across the Nordics later this year
UK lawmakers call for regulation of football’s fan token deals
The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…
Lions bring in IMG as global licensing agency
The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.
Centrica sponsorship drive continues with British Gas Team GB deal
UK energy firm Centrica's busy 2023 in sponsorship continues apace with the announcement of its subsidiary British Gas agreeing a five-year deal with Team GB and ParalympicsGB
Kubo factor helps Real Sociedad land Japanese shirt sponsor
Real Sociedad has ended its search for a main shirt sponsor, agreeing a multi-faceted deal with Japaese conglomerate Yasuda Group.