Europe
Deutsche Telekom expands German Ice Hockey Federation rights deal
The German Ice Hockey Federation (DEB) has extended and expanded its media and sponsorship rights agreement with telco Deutsche Telekom for a further four years
FIGC adds Volkswagen, Biraghi as new sponsors
The Italian Football Federation's (FIGC) flurry of commercial activity has continued with the addition of Volkswagen and Biraghi as new sponsors
Allianz extends Bayern Munich sponsorship to 2033
German insurance firm Allianz has announced a 10-year extension to its sponsorship deal with Bundesliga club Bayern Munich
Continental Tyres targets greater share of voice with RFU deal
Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.
Lidl signs on to sponsor home Uefa Euro 2024
Supermarket group Lidl has signed a multi-year agreement to become an Official Partner of Uefa Euro 2024 and the European Qualifiers leading in to next year’s national team football tournament in its h…
Veikkaus named an official sportsbook of NHL in Finland
State-owned betting company Veikkaus has entered into an agreement with the National Hockey League to become an official sportsbook of the NHL in Finland
Esselunga build sports sponsorship portfolio with FIGC deal
The Italian Football Federation (FIGC) has agreed a new sponsorship deal with retail store chain Esselunga
Uefa adds PlayStation as Women’s Football Partner in three-year deal
European governing body Uefa has announced that long-time sponsor Sony PlayStation is to join its list of Women's Football Partners in a three-year deal that will run until 2025
OlyBet bags DP World Tour’s first ‘Official Betting Operator’ deal in Europe
The DP World Tour has named OlyBet, a subsidiary of Olympic Entertainment Group AS, as its first-ever ‘Official Betting Operator’ in Europe in a two-year sponsorship.
Raiffeisen extends backing of Swiss-Ski
Swiss-Ski has struck an early extension to its sponsorship deal with the domestic division of Austrian banking group Raiffeisen
Świątek becomes first women’s tennis signing for On
On, the Swiss sportswear and equipment brand backed by tennis legend Roger Federer, has further expanded its presence in the sport by signing up world No.1 Iga Świątek as its first female brand ambassador.
OlyBet sponsors Kaunas’ EuroLeague Final Four
Betting and gaming operator OlyBet has agreed a deal with Euroleague Basketball to sponsor this season’s edition of the EuroLeague Final Four.
Energy supplier Peninsula named Gibraltar FA lead sponsor
Marine energy supplier Peninsula has signed a two-year sponsorship with the Gibraltar Football Association (GFA)
Atlético Madrid adds Avis as new sponsor
Spanish LaLiga club Atlético de Madrid has signed a sponsorship deal with US car rental company Avis.
The three-season deal names Avis as the official sponsor of Atlético’s rental vehicles. Th
Kukri Sports named UCI Cycling Worlds clothing provider in six-figure contract
Sports clothing manufacturer Kukri Sports has been appointed as the official provider of workforce and volunteer clothing at the 2023 UCI Cycling World Championships taking place in Glasgow and across…
Bosnian FA agrees new Kelme kit deal, FAI renews with Nissan
The Football Association of Bosnia and Herzegovina (NS/FS BiH) has agreed a new kit supply deal with Spanish sportswear and equipment manufacturer Kelme
Chelsea secures Cadbury sponsorship extension
Chelsea is the latest Premier League club to unveil a sponsorship extension with Cadbury, just three days after the chocolate brand announced its renewal with Manchester United
Excel Esports adds HSBC UK to sponsorship portfolio
UK-based esports brand Excel Esports has named banking group HSBC UK as the organisation's ‘Official Financial Services Partner and Financial Health Provider’.