Europe

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.
Football

German Bundesliga club Mainz 05 has further extended its deal with shirt sponsor Profine, a windows and doors manufacturer, with the pact already representing the longest-running association with a main…
Football

Bundesliga club Borussia Dortmund has named specialized sports channel Afizzionados as its inaugural regional partner in Mexico, becoming the latest European soccer club to align with the network
Football

The Sportfive agency has added VfB Stuttgart to its portfolio of Bundesliga clubs after striking a long-term deal to jointly sell sponsorship rights
Football

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Football

Digital collectibles and fantasy game company Sorare has signed a four-year licensing deal with the Premier League, adding to its licensee agreements with major sports organisations, including the NBA…
Football

Dutch Eredivisie club Feyenoord Rotterdam has become the latest European football club to sign up performance sportswear brand Castore as its new kit supplier
Football

AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.
Handball

DAZN has withdrawn from its 10-year tripartite agreement with Infront and the European Handball Federation with the terms and inventory included in a new, restructured agreement with the sports marketing…
Multiple Sports

Coca-Cola has again topped the rankings for sports sponsorship awareness in Spain from a survey of Spanish consumers, despite the absence from its portfolio of one dominant sponsorship property in the country.
Multiple Sports

Kelly Burgett and Alex Drymonakos, who previously worked in the analytics and marketing departments at energy drinks giant Red Bull, have announced the launch of Audience Labs, a new “insights-driven” spo…
Football

Italian Serie A club Lazio has signed fire safety and suppression specialist AirFire as its sleeve sponsor for the remainder of the 2022-23 season
Football

The English Football Association has signed up beer brand Carling as a sponsor of its flagship men’s and women’s cup competitions.