Europe

Football

The online sports news service of gaming operator LeoVegas has become the new training kit sponsor of Italian Serie A club Inter Milan. Along with the front-of-shirt training kit rights, the LeoVegas
Football

US-based investment firm Sixth Street Partners is reportedly among the firms preparing a bid for a share of the Bundesliga broadcast and commercial rights business as the German Football League (DFL),…
Football

American Express marked the 10-year anniversary of its partnership with Brighton & Hove Albion FC at the end of the 2021-22 Premier League season with a fan shirt swap activation that invited 250 fans…
Football

Nivea Men leveraged its partnership with Liverpool FC (LFC) through the 2021-22 season via a three-pronged focus on health, wellness and community with a set of awareness, reward and content-led activations…
Football

For the 2022-23 season, Everton FC and technical partner Hummel expanded their existing ‘My Everton’ collaboration and turned it into a web-based, social media-amplified, weekly series of authentic fir…
Rugby Union

The French Rugby Federation (FFR) has signed a sponsorship agreement with temporary work and recruitment company Manpower in a deal brokered by the Infront agency
Football

Belgian Pro League club Sint-Truidense VV has agreed a deal for wasabi producer Daio to take on naming rights to its home stadium, Stayen
Football

Spanish LaLiga club Cádiz CF has signed Digi, the telecoms arm of Digi Communications, as its front-of-shirt sponsor midway through the season, just five months after announcing Khalifa Capital in the …
Football

Paris Saint-Germain primary partner Accor leveraged the tie-up through the 2021-22 season to consolidate the 2019 launch campaign for its ALL loyalty programme through a multi-market, player-fronted ‘Play L…
Football

In November 2022, an Audi employee experience activation celebrated its 20-year partnership with FC Bayern Munich via an internal competition that saw 30 Audi workers selected to drive the latest all-electric…
Football

The South African government is exploring a ‘non-binding’ proposal from its tourism board to sponsor Premier League club Tottenham Hotspur.
Football

Sports infotainment platform StarCasinò Sport has expanded its presence in Italian football by agreeing to become the video assistant referee (VAR) sponsor of Serie B, the second tier of the domestic …
Football

Uefa has extended the long-running association between its flagship competition, the Champions League, and online travel company Expedia Group
Football

French Ligue 1 club RC Lens has retained Sportfive as its exclusive commercial agency, extending a relationship that began in 2008
Football

Cryptocurrency exchange OKX has signed up four Manchester City players to endorse a new fan offering based on exclusive ‘immersive metaverse experiences’.
Rugby Union

Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.
Rugby Union

Sports marketing company Global Sports Media has added former Scottish Rugby Union (SRU) sponsorship manager David Whiteford as its head of business development and strategy
Esports

London Stock Exchange-listed Guild Esports has reported record revenues of £4.5m ($5.5m/€5.1m) in its 2022 annual results, an increase of 137 per cent from 2021.