Europe
Castore grows LaLiga exposure with Athletic Club kit deal
Castore, the UK sportswear brand, has added another high-profile football club to its growing portfolio in the sport, this time Spain's Athletic Club.
Uefa calls on automotive and betting brands in club competition sponsor RFP
Uefa is inviting expressions of interest from automotive and betting brands for the global sponsorship rights to its club competitions for the next cycle from 2024-2027
Guild Esports signs up Hummel, Bitstamp agrees early exit
London Stock Market-listed esports organisation Guild Esports has signed a three-year sponsorship and merchandising deal with Danish sports brand Hummel
CSM secures exclusive sponsorship role for 2025 Lions Tour to Australia
The British and Irish Lions and Rugby Australia have announced that CSM Sport & Entertainment has been selected as the 2025 Tour's exclusive sponsorship agency
Speedo agrees two-year German Swimming Federation deal
Speedo has announced a two-year deal to become an Official Partner of the German Swimming Federation (DSV)
Monaco names LNR’s Chatelard as marketing director
Thibaut Chatelard, the long-serving chief marketing and revenue officer at France’s Ligue Nationale de Rugby (LNR), has taken up a new role at Ligue 1 football club AS Monaco.
Toyota focuses on reducing emissions in Giro d’Italia renewal
Japanese car giant Toyota has renewed its sponsorship of the Giro d'Italia grand tour cycling race in a three-year deal with the event organisers RCS Sport
England Netball names Nelson as first NSL MD, RFL’s Foster as CCO
The UK’s Netball Super League (NSL) has recruited Netball Scotland chief executive Claire Nelson as its first-ever managing director with the Rugby Football League’s Mark Foster named as chief commercial off…
Dutch government plans online gambling sponsorship ban in 2025
Online gambling sponsorships of Dutch sports organisations are set to be phased out following the government’s planned ban on 'untargeted advertising' from the start of July this year.
Socios backs Great Britain Wheelchair Rugby
Fan engagement and rewards platform Socios has entered into an agreement with Great Britain Wheelchair Rugby (GBWR)
British Cycling continues sponsorship drive with travel partner deals
British Cycling has announced two new long-term commercial partnerships with travel specialists Destination Sport Travel and Sportive Breaks.
Shell deal leads British Cycling’s sponsorship diversification strategy
British Cycling's addition of Shell to its sponsorship portfolio is part of a stagey to broaden the range of its commercial partners, reports Matthew Glendinning
Haier moves into tennis with Roland Garros, ATP Tour sponsorship
Haier, the Chinese multinational home appliance and consumer electronics firm, has become a sponsor of Roland Garros and the ATP Tour
Lions continue commercial JV approach for 2025 Australia tour
The British & Irish Lions have opted to extend their approach to commercialising the team’s overseas tours by entering into a joint venture with Rugby Australia.
SPFL has ‘no plans’ for gambling shirt ban following Premier League move
The Scottish Professional Football League (SPFL) has said that there are currently no plans for it to follow the lead of the English Premier League by introducing a ban on clubs signing gambling companies…
Suez adds Tour de France Femmes to women’s cycling portfolio
French utility company Suez has agreed a deal to sponsor the Tour de France Femmes women’s cycling event.
EPL clubs agree gambling sponsor shirt-front ban, keep sleeve and LED options open
Premier League clubs have ‘bowed to the inevitable’ by collectively agreeing to withdraw gambling sponsorship from the front of clubs’ matchday shirts, starting after the end of the 2025-26 season.
Beşiktaş ‘in talks’ with Russian stadium naming-rights sponsor
Turkish club Beşiktaş is considering a stadium naming-rights deal with a Russian company in a potentially controversial move in light of Russia’s war against Ukraine.