Europe
Questions raised in Ukraine over Joma branding in Zenit kit deal
Russian Premier League (RPL) club Zenit Saint Petersburg has signed a new kit deal that has prompted an angry response from the Ukrainian Football Association (UAF)
Real Betis adds Corpay as training kit sponsor
Spanish LaLiga club Real Betis Balompié has announced a sponsorship agreement with business payments provider Corpay Cross-Border to become the club’s official currency provider.
RFU unveils Continental Tyres sponsorship
The English Rugby Football Union (RFU) has unveiled Continental Tyres as a new sponsor in a multi-year deal
Uefa ‘non-Euros’ revenue exceeds €4bn, UWCL generates €15.2m after centralisation
European football’s governing body Uefa received total revenues of €4.05bn ($4.32bn) last season, according to its recently published Financial Report for 2021-22.
Gaming company VGW joins Ferrari F1’s sponsorship front row
The Ferrari Formula 1 team has signed a major multi-year sponsorship agreement with Virtual Gaming Worlds (VGW), a global technology company that specialises in the creation of online social games
Adidas extends backing of high-flying Union Berlin
German sportswear manufacturer Adidas has extended its kit supplier deal with Bundesliga club Union Berlin
Lidl signs on as top-tier sponsor for Cycling World Championships
European retail store group Lidl has agreed a sponsorship deal with the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13
Solheim Cup supports sustainability with Peninsula deal
Marine energy supplier Peninsula has agreed a deal to sponsor this year’s edition of women’s golf tournament the Solheim Cup.
Panini agrees sponsorship ahead of eLaLiga’s third US Challenge
La Liga North America has announced a sponsorship deal with Panini America as the third edition of eLaLiga US Challenge begins
AlphaTauri denies Red Bull sale rumours, adds FX sponsor ahead of new season
Franz Tost, team principal at Formula 1’s Scuderia AlphaTauri, has dismissed reports that energy drinks company Red Bull is looking to sell the team, while XMTrading has agreed a deal to sponsor the t…
Mitsubishi Electric backs Spain’s women’s football team
Tokyo-based electronics manufacturer Mitsubishi Electric has agreed a deal with the Spanish Football Federation (RFEF) to sponsor its women’s national team.
Ben Tarrant, Speedo | ‘The world of aquatics is very complicated in terms of sponsorship’
What’s important: Connecting with the grassroots and elite swimmers.
High-end watchmaker Purnell buys into PSG’s ‘lifestyle’ positioning
PSG's three-year official timing deal with Purnell marks another step in the club's progress as a lifestyle brand.
Sportfive to continue serving EDF’s domestic sponsorship activity
French energy company EDF has retained the Sportfive agency to support the firm in its sports sponsorship strategy
Athletic Club signs B2BinPay as sleeve sponsor, targets commercial revenue boost
Spanish LaLiga team Athletic Club de Bilbao has agreed a new shirt sponsorship deal with crypto payments platform B2BinPay, as it seeks to drive commercial revenue through a new strategic plan
Guild Esports launches in-house studio to drive esports and gaming-led campaigns
David Beckham co-owned esports organisation Guild Esports has launched a new in-house production and creative studio to provide bespoke campaigns for its sponsors, as well as independent brands and media…
Stoiximan signs record Greek Super League title deal
Greek online betting company Stoiximan has become title sponsor of the Greek Super League in a three-year deal, from 2022-23 to 2024-25.
SportBusiness understands the agreement is worth €9.5m ($10.1
DFB adds Vorwerk as women’s team sponsor
The German Football Association (DFB) has announced domestic appliance maker Vorwerk as a sponsor of the German women’s national team ahead of the Fifa Women’s World Cup later this year.