Europe

Football
Sponsorship & Marketing

Burnley FC has struck a sleeve sponsorship deal with US-based digital trading platform Uphold, leaving Chelsea FC as the only club in the English Premier League not to have sold the inventory
Rugby Union
Sponsorship & Marketing

Banking and wealth management services brand Investec has taken over the title rights to the European Rugby Champions Cup in a five-year deal, ending Heineken’s long-standing naming association with t…
Rugby Union
Events

Environmental group Greenpeace has condemned TotalEnergies’ sponsorship of the upcoming Rugby World Cup in France with the release of an animated video that depicts oil flooding the pitch at the Stade de France, the venue for the opening match of the tournament on September 8.
Football
Sponsorship & Marketing

English Premier League club Nottingham Forest has ended its long-running saga to find a front-of-shirt sponsor by agreeing a two-year deal with Asian betting brand Kaiyun.
Football
Sponsorship & Marketing

Riyadh Air has put Atlético de Madrid at the centre of its efforts to build a global brand ahead of its maiden commercial flight in 2025.
Football
Sponsorship & Marketing

UK home appliances manufacturer Gtech has strengthened its presence in the Premier League market by agreeing a sleeve sponsorship deal with Sheffield United.
Football
Sponsorship & Marketing

Country tourism board Visit Rwanda has struck another high-profile football sponsorship after announcing a new five-year deal with Bayern Munich
Football

AstroPay extends Wolves front-of-shirt deal into second season Brand wants to appeal to sports fans via integration of rewards-based payment platform
Football
Licensing & Merchandising

Premier League Newcastle United will see its retail operations – run by the incumbent kit supplier Castore since the 2021-22 season – revert back to the club when Adidas takes over the technical role nex…
Football
Media

German telco Deutsche Telekom has furthered its association with Euro 2024 by becoming a national sponsor of the event
Motorsport
Sponsorship & Marketing

McLaren Racing is resisting calls from Dutch health organisations to remove branding of tobacco-free nicotine specialist Velo from its car for the upcoming Dutch Grand Prix
Football

Fulham FC’s decision to exercise a break clause in its front-of-shirt sponsorship deal with W88 paved the way for Burnley FC to agree its own main shirt sponsorship deal with the ubiquitous betting brand.
Football
Sponsorship & Marketing

Asian-facing betting operator 6686 has added Bundesliga club VfL Wolfsburg to its bulging football sponsorship portfolio
Football
Sponsorship & Marketing

Heineken has agreed a three-year renewal of its global sponsorship deal with the Uefa Champions League, SportBusiness can exclusively reveal
Football
Sponsorship & Marketing

AS Monaco has agreed new sponsorship deals with global cruise line Royal Caribbean and fashion brand Teddy Smith
Rugby Sevens
Sponsorship & Marketing

HSBC has re-committed to the Rugby Seven Series as World Rugby exerts greater control over the event.
Golf
Events

Sponsorship revenue for the Ryder Cup has risen by 153 per cent during the current cycle after the additions made to the premium Worldwide Partner tier, SportBusiness understands
Football
Sponsorship & Marketing

JD Sports has continued its recent sponsorship drive by acquiring the sleeve sponsor rights at LaLiga club Sevilla