Europe

Rugby Union
Sponsorship & Marketing

Guinness is close to a surprise renewal of its title sponsorship agreement with rugby’s Six Nations Championship, despite the increasingly prohibitive alcohol marketing laws in two of the countries where t…
Mass Participation
Sponsorship & Marketing

The MSM agency has agreed a deal with Spartan Race to seek out sponsors for the obstacle race and endurance brand. Spartan Race encompasses a family of brands, including Tough Mudder
Multiple Sports
Events

London’s Excel arena has announced a new long-term strategy to identify new sponsorship opportunities and unlock value beyond the venue’s core events business.
Football
Sponsorship & Marketing

Real Madrid has become the latest European football club to agree a tourism sponsorship after announcing a new multi-year deal with Visit Dubai
Football
Sponsorship & Marketing

Italian Serie A club AS Roma has turned to Saudi Arabia to end its quest for a main shirt sponsor, agreeing a two-year deal with the Gulf state's winter entertainment festival, Riyadh Season
Volleyball
Sponsorship & Marketing

Infront has found a new main sponsor for the Turkish Volleyball Federation (TVF) after brokering an initial two-year agreement with Solgar, the Turkish vitamins brand
Football
Sponsorship & Marketing

Cinch has invoked a break clause in its title sponsorship agreement with the Scottish Professional Football League (SPFL) to allow the online car retailer to exit at the end of the current 2023-24 season
Football
Sponsorship & Marketing

After the recent conclusion of several of its high-profile kit-supply agreements in European football, New Balance has renewed and expanded its deal with Portuguese heavyweights FC Porto
Football

Mid-to-lower tier Premier League clubs expect the value of their main shirt partnerships to drop by between 33 and 50 per cent after the ban on front-of-shirt betting deals comes into play, but believe much of the lost revenue will be recouped by a more than doubling of shirt sleeve sponsorship revenue.
Basketball
Sponsorship & Marketing

Lega Basket (LBA) has announced an extension to its sponsorship, marketing and digital agreement with Infront until the end of the 2029-30 season, crediting the agency with delivering ‘economic growth’ for…
American Football
Sponsorship & Marketing

The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.
Football
Sponsorship & Marketing

Italian gaming and betting company Snaitech has renewed its sponsorship agreement with AC Milan and will activate the deal through its Snaifun gaming app
Football
Sponsorship & Marketing

Engelbert Strauss has become the first brand to be announced as a Uefa Europa League and Uefa Conference League sponsor in the next three-year cycle from 2024-25 to 2026-27, having renewed its association…
Cricket

Danielle Lee, director of brand and marketing for Metro Bank, explains why the company is making grassroots women's cricket the focus of its sponsorship deal with the ECB..
Football
Sponsorship & Marketing

Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.
Football
Sponsorship & Marketing

Premier League club Newcastle United has announced a multi-year deal with the newly launched UK arm of online gaming and sports betting brand BetMGM
Basketball

Tyre manufacturer BKT was able to acquire the title rights to the EuroCup, Europe’s second-tier basketball competition, as part of its recent extension as a Premium Partner of the top-tier EuroLeague tournament.
Football

The Premier League’s huge worldwide appeal is a key aspect of both Dubai-based online trading provider CFI Financial Group’s front-of-shirt agreement with newly-promoted Sheffield United and the club’s sleeve deal with UK home appliances manufacturer Gtech.