Europe

Rugby Union

Hotel group Accor has stepped up its backing of this year’s Rugby World Cup in France with ALL – Accor Live Limitless, its booking platform and loyalty programme, announced as an official supporter of …
Horse Racing

Betting operator Betfred has been named as the new main sponsor of two of the UK's leading flat racing classics, the Derby and the Oaks
Football

English Premier League club Chelsea has signed a seven-year agreement with California-based technology company Tempus Ex Machina
Motorsport

Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
Tennis

Beer brand Estrella Damm has agreed a five-year extension to its sponsorship deal with the Madrid Open, a top-tier ATP Masters 1000 and WTA 1000 event on the men’s and women’s tennis tours.
Football

The total revenue of German professional football has increased for the first time since the outbreak of Covid-19, with the second-tier Bundesliga 2 setting a new benchmark for the 2021-22 season, but…
Football

Sports retail chain Sports Direct has been announced as the new title sponsor of the Northern Ireland Football League (NIFL) in a deal that will be worth £1m (€1.1m/$1.2m) over three years.
Golf

OlyBet's 'Official Betting Operator' deal with the DP World Tour marks a new stage in the tour's development of betting sector rights. Matthew Glendinning reports.
Football

Former Real Madrid head of partnerships strategy Kendall Crean has been appointed as a new partnerships director at Manchester United, in a role previously known as a relationship director, reporting into…
Motorsport

The ROKiT conglomerate has launched a fresh legal claim against Williams Racing, claiming compensation in excess of $149.5m (€137.2
Football

What’s important: Building deep relationships with consumers through sport.
Football

Premier League club Newcastle United has announced a loss of £70.7m (€80.5m/$87.6m) in the first set of accounts published since its takeover by Saudi Arabia's Public Investment Fund (PIF) in October 2021.
Football

Telco TIM has extended its long-standing sponsorship of the Italian Football Federation (FIGC)
Multi-sport

The organising committee for the 2024 Summer Olympic and Paralympic Games has signed up Italian fitness, sport and health equipment and technology company Technogym as the 21st 'Official Supporter' of…
Football

Digital trading card platform OWNIC has announced a new licensing agreement with Benfica
Football

Lega Serie A, governing body of the top division of Italian club football, is seeking an advisor to aid its search for an investor in its media business, while a sponsorship deal using the league to promote…
Football

The English Football League is looking to tie down a new title sponsor for the EFL Trophy, its second-tier domestic club cup competition
Football

TCL Electronics has continued its March sponsorship spending spree by adding Arsenal to its portfolio