Europe
Puma makes Medi Bayreuth latest Bundesliga signing
German sportswear company Puma has made its second signing in the domestic Basketball Bundesliga after agreeing a deal with Medi Bayreuth
Wasps and Vodafone strike main club partner deal
UK telco brand Vodafone has signed as the main partner for English Premiership Rugby club Wasps Rugby, and Netball Superleague team Wasps Netball
Southampton signs new Chinese media entity as main sponsor
English Premier League football club Southampton has announced a record sponsorship deal which will make LD Sports, a new sports content, marketing and entertainment platform for the Chinese market, its…
Specialized extends bike deal with Bora-Hansgrohe
Bicycle brand Specialized has extended its partnership with UCI WorldTour team Bora-Hansgrohe for two more years, from 2020 to 2021.
Ascot names Betfred official bookmaker
Ascot Racecourse has agreed a three-year partnership with bookmaker Betfred
Euroleague signs apparel deal with Kickz
Euroleague Basketball has agreed a new partnership with streetwear clothing company Kickz
West Ham teams up with payments app MuchBetter
English Premier League football club West Ham United has entered into a partnership with payments app MuchBetter
Virgin Media downgrades Saints shirt partnership
UK telco Virgin Media has dropped its front-of-shirt asset at Premier League club Southampton, retaining only the shirt sleeve asset in its latest renewal
Basketball Bundesliga clubs extend with main sponsors
German Basketball Bundesliga clubs Mitteldeutscher BC and Eisbären Bremerhaven have extended sponsorship deals with oil and lubricants manufacturer Puraglobe and BLG Logistics, respectively.
McLaren signs major deal with Arrow Electronics, appoints new marketing chief
Formula One team McLaren Racing has signed a long-term commercial partnership with technology and innovation company Arrow Electronics
Puma furthers basketball plans with Brose Bamberg deal
German sportswear brand Puma has further bolstered its presence in the basketball market by agreeing a partnership with domestic Bundesliga club Brose Bamberg
Real Madrid and adidas strike €1bn-plus kit deal
LaLiga giants Real Madrid and sports brand adidas have finally signed their kit partnership extension for a further eight seasons, from 2020-21 to 2027-28
Telefónica renews lead partner deal with Estudiantes Club
Spanish telco Telefónica has renewed its lead sponsor deal with Madrid-based basketball team Estudiantes Club.
Telia gets behind Norwegian esports with Good Game deal
Telco Telia has entered into a wide-ranging agreement with Norwegian esports company Good Game through which it will become title sponsor of the domestic esports league
Flyeralarm becomes title sponsor of Women’s Bundesliga
Online printing and e-commerce company Flyeralarm has agreed a four-season deal with the German Football Association (DFB) to take on title sponsor rights for the Women’s Bundesliga.
Basketball Bundesliga partners with fitness brand Gymper
Germany’s Basketball Bundesliga (BBL) has entered into a partnership with the Layenberger Nutrition Group, whose Gymper fitness brand will benefit from exposure on referees’ jerseys.
WYG backs Invictus UK
Professional services firm WYG has been unveiled as an official supporter of Invictus UK
Giro d’Italia teams up with Zwift
Online training and racing platform Zwift has agreed a deal to sponsor the Giro d’Italia cycling race.