Europe
Bayern Munich and Qatar Airways opt against sleeve sponsor extension
German Bundesliga club Bayern Munich will not extend its sleeve sponsorship agreement with Qatar Airways into the 2023-24 season
Nottingham Forest reunites with Adidas in ‘multi-year’ deal
English Premier League club Nottingham Forest has announced a “multi-year” deal with Adidas that will see the sportswear brand become the official kit supplier for its men’s, women’s and academy teams.
Adi
Stella Artois returns as Wimbledon sponsor
The All England Lawn Tennis and Croquet Club (AELTC) has announced that Stella Artois has re-joined Wimbledon's portfolio of sponsors
Bournemouth extends stadium naming-rights deal with Vitality
Premier League club AFC Bournemouth has signed an extension with its stadium naming rights-holder, health and life insurance company Vitality
ISG, TGI to introduce Supponor-based virtual advertising in Ligue 1
Virtual advertising will be available in Ligue 1 from the start of the 2023-24 season after the LFP Media division of France’s Professional Football League (LFP) signed an agreement with ISG, the specialist v…
Paris 2024 signs Air Liquide deal, alcohol ‘absent’ from venues
The Paris 2024 Organising Committee for the Olympic and Paralympic Games (COJOP) has signed Air Liquide as its latest official supporter, while organisers have reportedly decided against applying for an…
Betclic teams up with UFC in betting, presenting partner role
The Ultimate Fighting Championship has signed up Betclic, the online gambling and sports betting operation, as its 'Official Betting Partner' in France, Poland and Portugal
FA bolsters Google connection with Pixel deal
US technology company Google has enhanced its ties with the English Football Association (FA) through a new long-term deal that makes its consumer electronics brand, Pixel, the governing body’s official m…
StarGames agrees training kit sponsor deal with Hannover 96
Online gaming company StarGames.de has agreed a deal to become the new training kit sponsor of German 2.Bundesliga football club Hannover 96
EFL overcomes Sky Bet sponsorship concerns to land lucrative renewal for clubs
The English Football League (EFL) found ways to mitigate gambling industry sponsorship concerns in its extended title deal with Sky Bet, believing that the agreement represented the best way to support its 72 member clubs.
Udinese’s association with stadium sponsor Dacia ends after 13 years
Italian Serie A club Udinese’s long-running stadium naming rights and shirt sponsorship agreement with Dacia has ended.
Draper Tools returns as Southampton FC sponsor
Draper Tools will make a return as a Southampton FC sponsor after agreeing a deal covering the south coast club’s men’s and women’s teams.
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BNP Paribas acquires Stockholm Open naming rights in Spring Media deal
The Stockholm Open tennis tournament has rebranded as the BNP Paribas Nordic Open as part of a “long-term” title sponsorship with the French bank brokered by the Spring Media agency.
TikTok adds Tour de France to sports sponsorship portfolio
Short-form video platform TikTok has become an ‘Official Supplier’ of the Tour de France men’s and women’s races, starting from July 1.
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TM Real Estate replaces Cazoo as Valencia’s main sponsor
Spanish LaLiga club Valencia will have its third new main sponsor in as many seasons after agreeing a multi-year deal with locally based TM Real Estate Group
Premiership Rugby agrees eToro sponsorship
Premiership Rugby has announced a new sponsorship with Israeli online trading and investment platform eToro
Aston Villa signs off on BK8 shirt sponsorship after fan consultation
Aston Villa has signed up gambling platform BK8 as its front-of-shirt sponsor in a three-year deal that will see the brand replace online automotive retailer Cazoo in the role
Sportfive follows Dortmund renewal with extended Bayer Leverkusen deal
The Sportfive agency strengthened its grip on German football by extending its marketing relationship with Bayer 04 Leverkusen until the end of the 2028-29 season.