Europe

Football
Sponsorship & Marketing

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.
Basketball
Sponsorship & Marketing

The Spanish Basketball Federation (FEB) has renewed its sponsorship deal with telecommunications company Finetwork
Basketball
Sponsorship & Marketing

The Infront agency has strengthened its ties with Germany’s Basketball Bundesliga (BBL), signing an exclusive sponsorship sales agreement for the 2023-24 season.
Rugby Union
Sponsorship & Marketing

Specialist rugby apparel brand Canterbury will support its third consecutive British & Irish Lions tour after extending its deal to cover the 2025 event in Australia
Football
Sponsorship & Marketing

Bundesliga club Borussia Dortmund has struck an early extension to its partnership with the Sportfive agency, stating that the US will be a target territory for its international marketing efforts in the…
Football
Fan Engagement

UK sports technology and marketing company Eleven Sports Media has entered mainland Europe for the first time through a new deal with Dutch Eredivisie club PSV Eindhoven
Rugby Union
Sponsorship & Marketing

Vodafone has secured the front-of-shirt and back-of-short sponsorship rights to the Welsh men’s national rugby union team to add to its existing investment in the top tier of the sport through a shirt d…
Multiple Sports
Industry Moves

Sports, music, and entertainment agency Wasserman has appointed Wim Mathues as senior vice-president of brands and properties in Belgium and the Netherlands as it continues its growth strategy in Europe.
Football
Sponsorship & Marketing

The Polish Football Association (PZPN) has laid out plans to increase its commercial revenues by 30 per cent over the next four years, with a particular focus given to opportunities in the sponsorship…
Football
Sponsorship & Marketing

Chocolate maker Cadbury has announced a three-year extension of its sponsorship of Liverpool, the third Premier League club with which the brand has renewed its agreement
Snooker
Sponsorship & Marketing

Gambling company BetVictor has extended a deal that sees it serve as title sponsor of a host of tournaments that comprise the bonus race on the World Snooker Tour (WST)
Golf
Sponsorship & Marketing

US-based whiskey brand Buffalo Trace Distillery has signed with the DP World Tour to sponsor three prestige tournaments in the UK, including Scotland’s preeminent event – the Scottish Open.
Football
Sponsorship & Marketing

The Chelsea Supporters’ Trust (CST) has written an open letter to Chelsea FC owner Todd Boehly criticising the club’s proposed deal with online casino and betting company Stake.com
Handball
Sponsorship & Marketing

Machineseeker, the German operator of online marketplaces for used machines and commercial vehicles, has extended its title sponsorship of the European Handball Federation’s Champions League Men, while H…
Athletics
Sponsorship & Marketing

Workwear and equipment brand Würth MODYF has agreed a sponsorship deal with European Athletics which names Würth MODYF as a top-tier official partner of European Athletics for the 2023-24 season.
Football

US ticketing firm Stage Front will advise RCD Espanyol on the best ways to spend funding from the LaLiga Impulso project as part of its new stadium-naming agreement with the Spanish Segunda División team. Ben Cronin reports.
Football
Sponsorship & Marketing

Mineral water brand Acqua Lete has renewed its ‘Premium Partner’ agreement with the Italian Football Federation (FIGC), adding to a spate of new deals for the cycle from 2023 to 2026.
Football
Sponsorship & Marketing

Premier League club Chelsea is in discussions with Stake.com about a controversial front-of-shirt sponsorship deal after an agreement with a company from the crypto sector fell through at the last minute, SportBusiness can exclusively reveal.