Europe

Football

Italian Serie A club Udinese has further extended its sleeve sponsorship deal with food products manufacturer Consorzio del Prosciutto di San Daniele
Motorsport

The Mercedes Formula 1 team has signed multi-year sponsorship agreements with Qualcomm Technologies and G42, while Red Bull Racing has agreed a deal with fitness brand Built for Athletes
Football

Tyre manufacturer Continental has enhanced its agreement with the German Football Association (DFB) by becoming a sponsor of the women’s national team for the next four years.
Handball

The European Handball Federation (EHF) has unveiled Liqui Moly as the latest sponsor of the men's EHF Euro 2024 national team tournament
Rugby Union

Vueling Airlines has become an official supplier of France Rugby and its men’s, women’s and sevens national teams.
Football

The Premier League is reported to be closing in on a lucrative six-year extension to its sponsorship and licensing agreement with EA Sports that would be worth close to £488m ($587.6m).
Football

Premier League club Tottenham Hotspur has announced that its total revenues rose by 22 per cent in 2021-22, boosted by a number of new commercial deals and the post-Covid return of matchday spectators
Ice Hockey

The National Hockey League believes that its digitally enhanced 'dasherboard' technology has already proven of immense commercial value at a local, national and international level despite some glitches…
Motorsport

Formula 1 motor-racing team Aston Martin Aramco Cognizant has added three new global partners to its sponsorship portfolio ahead of the 2023 season
Football

Coventry Building Society has agreed a deal to sponsor the Arnold Clark Cup, the annual women’s football tournament featuring England’s ‘Lionesses’. The
Cricket

Cricket-based Non-Fungible Token (NFT) platform FanCraze has made its first entry into the English and Welsh domestic game by signing with 12 of the 18 first-class counties
Football

In October 2021 Tencent Games' PUBG Mobile video game officially linked up with Liverpool Football Club (LFC) for an in-game collaboration built on shared teamwork and camaraderie which enhanced fan passion…
Football

In May 2022 AFC Ajax Amsterdam and Sandals Resorts International (SRI) teamed up to support the local community and inspire future generations on the Caribbean island of Curaçao through a school-based …
Football

Italian Serie A club AS Roma has agreed a sponsorship deal with utilities company A2A. As part of the deal, the company’s A2A Energia subsidiary will become an official partner of Roma.
Football

English Premier League club Chelsea is preparing to find a new front-of-shirt sponsor once its deal with mobile phone network Three expires at the end of the season
American Football

German workwear manufacturer and retailer Engelbert Strauss has been named sponsor of the National Football League's Kansas City Chiefs, marking the first multi-year agreement by the 2023 Super Bowl participants…
Football

Official beer brand Budweiser leveraged its AFC Ajax partnership and celebrated the club’s 35th league title victory in May 2021 by teaming up with local singer Sophie Straat and artist Tim Rodermans t…
Motorsport

Italian automotive manufacturer Ferrari has appointed former AC Milan executive Lorenzo Giorgetti as its chief racing revenue officer