Europe
Oppo downgrades to second-tier Champions League sponsor
Oppo has downgraded its sponsorship deal for the Uefa Champions League to become one of the competition’s new second-tier partners for the next three-year cycle.
NFL takes crypto plunge with Bitpanda
More than two years after loosening its restrictions on blockchain sponsorships, the NFL has agreed its first central deal in the space with cryptocurrency trading firm Bitpanda.
Pernod Ricard forced into embarrassing PSG U-turn
Pernod Ricard has pulled its sponsorship of Paris Saint-Germain after just three days following a fierce backlash from football fans in Marseille, from where the drinks company hails.
Santander ends F1’s banking sector search
Formula 1 is understood to have held talks with brands including UBS and HSBC before landing on a deal with Spanish bank Santander.
‘Health is’ – Bupa and ParalympicsGB
Bupa delivered an immersive campaign to highlight its sponsorship of ParalympicsGB during the Paris 2024 Paralympic Games.
FFR replaces troubled Le Coq Sportif with Adidas
Concerns linger over the financial health of Le Coq Sportif as the French Rugby Federation (FFR) moves on from a six-year kit supply term to return to previous sponsor Adidas.
Lidl widens Uefa role with club competitions deal
German discount supermarket chain Lidl is to build on its successful sponsorship of Euro 2024 by becoming an Official Partner of the Uefa Europa League and Uefa Conference League for three seasons until…
UniCredit in as Ferrari sponsor as Santander exits
Italian banking firm UniCredit has been announced as a new partner of Formula 1 team Scuderia Ferrari in a multi-year deal after Spanish bank Banco Santander chose not to renew its sponsorship at the end of the 2024 season.
BlockDAG adds Inter to football sponsorship portfolio
Blockchain firm BlockDAG has struck its second major sponsorship deal of the week after announcing an agreement with Italian Serie A club Inter Milan.
Betano continues football push with Uefa Europa League deal
Betano's aggressive expansion into football shows no signs of slowing down after being unveiled as Uefa's new global betting sponsor for the Europa League and Conference League competitions.
Kraken adds RB Leipzig to European sleeve deals
Cryptocurrency platform Kraken has added the sleeve sponsorship of Bundesliga club RB Leipzig to recent deals in European club football as it continues its expansion in Europe
Dortmund doubles down on crypto with BlockDAG deal
Borussia Dortmund has announced a ‘record-breaking’ three-year deal with blockchain firm BlockDAG the day after expanding its relationship with crypto exchange Coinbase.
‘In Plain Sight’ – ZO Skin Health and West Ham United
In recognition of Skin Cancer Awareness Month in May, ZO Skin Health leveraged its partnership with West Ham United Women to launch the ‘In Plain Sight’ campaign.
Inter returns to crypto sector with sleeve deal
The cryptocurrency sector’s strong presence in Italian football has been reinforced by Inter Milan’s new sleeve sponsorship deal with Gate.io.
Cost cap encouraged SAP back into F1 with Mercedes
The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team.
Haas F1, Uralkali resolve sponsorship dispute
Uralkali confirms it has "received in full" the payment owed by Haas following the termination of the title sponsorship deal between the two parties.
Infront to sell Seattle Seahawks sponsorships in DACH
The NFL’s Seattle Seahawks has appointed the Infront agency as the franchise’s exclusive partnership sales partner in the DACH region of Germany, Austria, and Switzerland.
Djarum-owned Polytron takes Como sleeve rights
Newly promoted Como 1907 has allocated its sleeve sponsorship rights to an Indonesian consumer electronics brand owned by the Djarum Group that purchased the club in 2019.