Europe

Football
Sponsorship & Marketing

Uefa’s sponsorship offering for the next Champions League cycle will include one additional top-tier Global Sponsor position and a new secondary 'supplier-style' tier, SportBusiness understands.
Football

PlayStation has become the latest sponsor of the men’s Champions League to expand its relationship with Uefa so that it also encompasses the federation’s women’s football sponsorship programme. Ben Cronin reports.
Football
Sponsorship & Marketing

Amazon is on the verge of announcing a deal to take the final sponsorship position in Uefa’s Women’s Football Partner programme, SportBusiness can exclusively reveal.
Multiple Sports
Sponsorship & Marketing

Research from the European Sponsorship Association and Nielsen Sports has found that the total value of Europe’s sponsorship market increased by 4.3 per cent over the past year from €27.85bn ($29.92b
Football

The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.
Rugby Union
Sponsorship & Marketing

The English Rugby Football Union (RFU) turned down a lucrative sponsorship agreement with oil and gas firm ExxonMobil over fears of a backlash from the public, SportBusiness understands.
Football

To mark the extended relationship between Southampton FC and Sportsbet
Ice Hockey
Media

The German Ice Hockey Federation (DEB) has extended and expanded its media and sponsorship rights agreement with telco Deutsche Telekom for a further four years
Football
Sponsorship & Marketing

The Italian Football Federation's (FIGC) flurry of commercial activity has continued with the addition of Volkswagen and Biraghi as new sponsors
Football
Sponsorship & Marketing

German insurance firm Allianz has announced a 10-year extension to its sponsorship deal with Bundesliga club Bayern Munich
Rugby Union

Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.
Football
Sponsorship & Marketing

Supermarket group Lidl has signed a multi-year agreement to become an Official Partner of Uefa Euro 2024 and the European Qualifiers leading in to next year’s national team football tournament in its h…
Ice Hockey
Sponsorship & Marketing

State-owned betting company Veikkaus has entered into an agreement with the National Hockey League to become an official sportsbook of the NHL in Finland
Football
Sponsorship & Marketing

The Italian Football Federation (FIGC) has agreed a new sponsorship deal with retail store chain Esselunga
Football
Sponsorship & Marketing

European governing body Uefa has announced that long-time sponsor Sony PlayStation is to join its list of Women's Football Partners in a three-year deal that will run until 2025
Golf
Sponsorship & Marketing

The DP World Tour has named OlyBet, a subsidiary of Olympic Entertainment Group AS, as its first-ever ‘Official Betting Operator’ in Europe in a two-year sponsorship.
Skiing
Sponsorship & Marketing

Swiss-Ski has struck an early extension to its sponsorship deal with the domestic division of Austrian banking group Raiffeisen
Tennis
Sponsorship & Marketing

On, the Swiss sportswear and equipment brand backed by tennis legend Roger Federer, has further expanded its presence in the sport by signing up world No.1 Iga Świątek as its first female brand ambassador.