Europe
Serie A sleeve sponsors face new rules to tone down branding
Serie A clubs have been told by the Italian league to tone down the logos of their sleeve sponsors over the next few seasons
Iberia sponsors LaLiga in Latin America market deal
Spain’s LaLiga has signed a sponsorship agreement for the Latin American region with the national airline carrier Iberia.
BKT renews Euroleague Basketball sponsorship
Euroleague Basketball has agreed a three-year sponsorship renewal with BKT Tires, which takes on title rights to the EuroCup competition
Paris 2024 eyes €100m more from lower tier partners to meet sponsorship target
The Paris 2024 organising committee (Cojop) is on track to hit its original sponsorship revenue target by the end of this year, leaving around €100m ($108.5
Arkema doubles down on French women’s football in FFF sponsorship
French multinational chemicals group Arkema, the naming-rights sponsor of France’s top-flight women’s football league, has agreed a deal to sponsor the French women’s national team until 2025.
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Spotify deal contributes to record commercial figures for Barcelona
Spanish LaLiga club FC Barcelona generated record revenue of €97.6m ($106.1m) from new sponsorships during the 2022-23 season, with a wide-ranging deal with streaming service Spotify boosting the figures.
Oman Air lands in Premier League with Chelsea sponsorship
A host of English Premier League clubs have announced new or extended sponsorship deals, as key categories get filled ahead of the start of the 2023-24 season
Havas merges UK operations Cake and Jump to form ‘Havas Play’
The Havas Group has merged its UK creative agency Cake and its UK content and partnerships division Jump to form a new agency, Havas Play, led by former Cake chief executive Rosie Holden
PensionBee upgrades to Brentford sleeve sponsor
Premier League club Brentford FC has announced that PensionBee has agreed a two-year deal to become the sleeve sponsor of its men's senior team
CMA CGM Group announced as Marseille main sponsor
French logistics solutions company CMA CGM Group has announced its role as the front-of-shirt sponsor at Ligue 1 club Olympique de Marseille.
Paramount+ to take on Lenovo’s back-of-shirt rights at Inter
Video-on-demand subscription service Paramount+ has stepped up its relationship with Inter Milan by becoming the back-of-shirt sponsor of the Italian Serie A football club
Chelsea ‘pulls out’ of Stake.com shirt sponsorship talks amid fan backlash
Premier League club Chelsea FC has dropped plans to sign a shirt sponsorship deal with online casino and betting brand Stake.com amid a backlash from fans
Lech Poznan swaps one bookmaker for another as shirt sponsor
Polish bookmaker Superbet has become the shirt sponsor of Ekstraklasa side Lech Poznan in a three-year agreement
Denmark’s Pokalen regains title sponsor through Danske Spil deal
Oddset, the sports betting brand of national lottery operator Danske Spil, has secured title sponsorship of the Pokalen, Danish football’s knockout cup competition, in a four-year deal.
EXCLUSIVE: New naming-rights sponsor sought for Emirates Arena
The search has begun for a new naming-rights sponsor for the Emirates Arena, the multi-sport indoor venue in Glasgow, SportBusiness understands
Alavés retains LEA for LaLiga return, Osasuna signs sleeve sponsor
Deportivo Alavés has extended with main sponsor, cosmetics and personal hygiene products manufacturer LEA, for its return to LaLiga, while fellow top-tier club CA Osasuna has signed a sleeve sponsorship …
Chelsea announces Hilton global sponsorship, brings in Lego
Premier League club Chelsea has unveiled a new global sponsorship with hotel group Hilton in the brand's first foray into football
Manchester City upgrades Asahi to training kit sponsor
Domestic and European champions Manchester City continue to upgrade some of the club's major sponsors ahead of the new season with beer partner Asahi trading up to the ‘Official Training Kit Partner’ rol…