Europe
Gillette upgrades Barcelona partnership
Personal care brand Gillette has extended a sponsorship agreement with Spanish Liga football club Barcelona.
Euro 2016 activation: Five things we learnt from Carlsberg’s campaign
At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.
AkzoNobel backs first entry for new Volvo Ocean Race season
Dutch paints and coatings company AkzoNobel has been confirmed as the title sponsor of a team which will compete in the 2017-18 edition of the Volvo Ocean Race sailing event.
New Balance enters Polish football market with Lechia Gdańsk deal
US sportswear company New Balance has agreed a kit partnership with Polish Ekstraklasa football club Lechia Gdańsk.
Hertha Berlin powers up Ryobi extension
Power tools and outdoor products manufacturer Ryobi has signed a one-year extension to its partnership with German Bundesliga football club Hertha Berlin.
LaLiga extends Nike ball supplier deal
LaLiga, which operates the Spanish football league, has renewed a partnership with Nike that will allow the sportswear manufacturer to provide the official ball for its competitions.
Sunderland retains Dafabet as main sponsor
Online betting company Dafabet has extended its partnership with English Premier League football club Sunderland.
Eintracht Frankfurt toasts Krombacher extension
German Bundesliga football club Eintracht Frankfurt has agreed a long-term extension to its partnership with the Krombacher brewery.
Villarreal signs Joma kit deal
Spanish sportswear company Joma has agreed a kit deal with the country's Liga football club Villarreal.
Holland & Barrett step up to become new main sponsor of Leicester Tigers
English Premiership rugby union club Leicester Tigers has named health products retailer Holland & Barrett as its new main sponsor, and extended its partnership with power tool manufacturer STIHL.
GAA brings in Sure as statistics partner
Unilever-owned deodorant brand Sure has entered into a partnership with the Gaelic Athletic Association.
Juventus teams up with EA Sports
Video game developer EA Sports has entered into a partnership with Italian Serie A football club Juventus.
Dortmund secures regional deal in China
German Bundesliga football club Borussia Dortmund has entered into a regional partnership with Chinese travel agency Wow Sports.
Cagliari signs Macron as new kit partner
Italian sportswear manufacturer Macron has entered a partnership with Cagliari after the football club secured promotion back to the country’s Serie A top tier.
Efes: Final Four focus of the Euroleague deal
Turkish beer brand Efes aims to strengthen its brand image as a premium beer brand through its Euroleague sponsorship.
BetVictor signs on as Liverpool’s training kit partner
Online casino and sportsbook operator BetVictor has been named as the new training kit partner of English Premier League football club Liverpool.
Mönchengladbach drives on with Audi
German automotive giant Audi has extended its partnership with the country’s Bundesliga football club Borussia Mönchengladbach.
Connacht signs up Elverys Intersport
Sporting goods retailer Elverys Intersport has agreed a deal to become the new title sponsor and official retail partner of Irish Pro12 rugby union club Connacht.