Europe
PSG extends Visit Rwanda sponsorship
Paris Saint-Germain (PSG) has announced a two-year extension of the club's sponsorship agreement with country tourism board Visit Rwanda
CDW signs as Ryder Cup supplier, Meiomi Wines extends with PGA Tour
Information technology company CDW has signed as the ‘Official IT Services Supplier’ to the 2023 Ryder Cup.
Long read: What the UK government’s gambling white paper means for sport
SportBusiness Sponsorship has canvassed the opinion of experts from sports legal and sports marketing backgrounds to ask what the UK government's gambling white paper will mean for the industry. Matthew Glendinning reports.
Cofidis extends as a main sponsor of La Vuelta
Consumer credit and mobile banking group Cofidis has extended its sponsorship of Spain’s La Vuelta Grand Tour cycling event for two more years until 2024.
Goodwood Festival of Speed signs Pirelli sponsorship
The Goodwood Festival of Speed has agreed a multi-year sponsorship with Pirelli to become the Exclusive Tyre Partner for the annual motorsport festival
Snack brand Fonzies goes again with Italian Football Federation
Mondelēz International-owned snack brand Fonzies has renewed its sponsorship agreement with the Italian Football Federation (FIGC) for the four-year cycle from 2023 to 2026.
Bet365 pays out compensation to Danish sports stars in image rights case
Bet365, the online sports betting firm, has been ordered to pay millions of Danish Krone in compensation to some of the country's leading athletes for using their names and images on social media without…
Head of international affairs sought to grow Bayer 04 profile
German Bundesliga club Bayer 04 Leverkusen is recruiting for a head of international affairs as it looks to build out a global commercial strategy
Puma rekindles ties with Parma
German sportswear manufacturer Puma has announced a new multi-year kit supplier deal with Italian Serie B club Parma
Southampton FC deliberately sought standalone sponsor for women’s team
Southampton FC’s director of marketing and partnerships said the club took a deliberate decision to sign a standalone shirt sponsor for its women’s team, believing that the brand would be more likely to put its full weight into activating the rights.
DXC Technology adds Ferrari to sponsorship portfolio
Global technology services company DXC Technology has agreed a sponsorship deal with Formula 1 motor-racing team Scuderia Ferrari
Turkish Basketball Federation adds TikTok as new sponsor
The Turkish Basketball Federation (TBF) has signed a sponsorship deal with short-form video platform TikTok, which becomes the official entertainment partner of the Super League club competition
Inter, Roma strip DigitalBits logo from shirt
Inter Milan and AS Roma have removed the DigitalBits brand from the front of their shirts amid ongoing issues over sponsorship fee payments from the blockchain network
Fortuna CEO: Sponsors will embrace pioneering ticketing initiative
Fortuna Düsseldorf chief executive Alexander Jobst is adamant brands will pay more for the privilege of being associated with the club, as the spotlight shines on the commercial department in the wake …
My Diesel Claim takes on World Cup of Darts title sponsorship
Law firm Pogust Goodhead has agreed a deal with the Professional Darts Corporation (PDC) to promote its My Diesel Claim service through title sponsorship of the 2023 World Cup of Darts
Bayern to tour Japan in latest Bundesliga-Sky PerfecTV initiative
German Bundesliga club Bayern Munich has announced a pre-season tour of Japan as the league looks to continue its brand-building efforts in the market in partnership with local media rights-holder Sky…
Ursapharm extends Bayern sponsorship in support of Hylo brand
German Pharmaceutical manufacturer Ursapharm has extended its sponsorship of Bayern Munich for another three years, from 2023-24 to 2025-26
Haier makes swift move for premium audiences with Roland Garros and ATP deals
Chinese home appliances brand Haier is targeting premium sports audiences through two separate tennis sponsorship agreements with the ATP Tour and the French Tennis Federation (FFT). Faaez Samadi reports.