Europe
ArcelorMittal becomes Official Partner of Paris 2024
Multinational steel company ArcelorMittal has become an Official Partner of the Paris 2024 Olympic and Paralympic Games
Spanish Football Federation adds TCL as new sponsor
The Spanish Football Federation (RFEF) has agreed a new sponsorship deal with Chinese consumer electronics manufacturer TCL
Cadbury extends Manchester United global sponsorship
Premier League club Manchester United has announced that chocolate brand Cadbury has agreed a multi-year extension to its global sponsorship deal
Castore signs FAI as first national team client
The Football Association of Ireland (FAI) has signed a multi-year kit supply and sponsorship deal with Castore in what represents a first national team agreement in the sport for the UK sportswear manufacturer
Banca Mediolanum extends as Giro d’Italia ‘blue jersey’ sponsor
Italian bank, insurance and asset management group Banca Mediolanum has renewed as a top tier sponsor of the Giro d'Italia Grand Tour cycling race for another three years
Bitget adds women’s team to Juventus sponsorship
Global cryptocurrency exchange Bitget has expanded its sponsorship deal with Juventus to take in the Italian Serie A club’s women’s team.
Scottish football’s SFA, SPFL and SWPL form combined commercial entity
The Scottish Football Association (SFA), Scottish Professional Football League (SPFL) and Scottish Women’s Premier League (SWPL) have announced the creation of a centralised commercial operation that t…
Adidas warns of €700m operating loss for 2023
German sportswear company Adidas has warned that its operating loss for 2023 could total €700m ($738m) after it recently severed ties with rapper and fashion designer Kanye West.
Questions raised in Ukraine over Joma branding in Zenit kit deal
Russian Premier League (RPL) club Zenit Saint Petersburg has signed a new kit deal that has prompted an angry response from the Ukrainian Football Association (UAF)
Real Betis adds Corpay as training kit sponsor
Spanish LaLiga club Real Betis Balompié has announced a sponsorship agreement with business payments provider Corpay Cross-Border to become the club’s official currency provider.
RFU unveils Continental Tyres sponsorship
The English Rugby Football Union (RFU) has unveiled Continental Tyres as a new sponsor in a multi-year deal
Uefa ‘non-Euros’ revenue exceeds €4bn, UWCL generates €15.2m after centralisation
European football’s governing body Uefa received total revenues of €4.05bn ($4.32bn) last season, according to its recently published Financial Report for 2021-22.
Gaming company VGW joins Ferrari F1’s sponsorship front row
The Ferrari Formula 1 team has signed a major multi-year sponsorship agreement with Virtual Gaming Worlds (VGW), a global technology company that specialises in the creation of online social games
Adidas extends backing of high-flying Union Berlin
German sportswear manufacturer Adidas has extended its kit supplier deal with Bundesliga club Union Berlin
Lidl signs on as top-tier sponsor for Cycling World Championships
European retail store group Lidl has agreed a sponsorship deal with the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13
Solheim Cup supports sustainability with Peninsula deal
Marine energy supplier Peninsula has agreed a deal to sponsor this year’s edition of women’s golf tournament the Solheim Cup.
Panini agrees sponsorship ahead of eLaLiga’s third US Challenge
La Liga North America has announced a sponsorship deal with Panini America as the third edition of eLaLiga US Challenge begins
AlphaTauri denies Red Bull sale rumours, adds FX sponsor ahead of new season
Franz Tost, team principal at Formula 1’s Scuderia AlphaTauri, has dismissed reports that energy drinks company Red Bull is looking to sell the team, while XMTrading has agreed a deal to sponsor the t…