Europe

Motorsport
Sponsorship & Marketing

Formula 1 motor-racing team Aston Martin Aramco Cognizant has added three new global partners to its sponsorship portfolio ahead of the 2023 season
Football
Sponsorship & Marketing

Coventry Building Society has agreed a deal to sponsor the Arnold Clark Cup, the annual women’s football tournament featuring England’s ‘Lionesses’. The
Cricket
Licensing & Merchandising

Cricket-based Non-Fungible Token (NFT) platform FanCraze has made its first entry into the English and Welsh domestic game by signing with 12 of the 18 first-class counties
Football

In October 2021 Tencent Games' PUBG Mobile video game officially linked up with Liverpool Football Club (LFC) for an in-game collaboration built on shared teamwork and camaraderie which enhanced fan passion…
Football

In May 2022 AFC Ajax Amsterdam and Sandals Resorts International (SRI) teamed up to support the local community and inspire future generations on the Caribbean island of Curaçao through a school-based …
Football
Sponsorship & Marketing

Italian Serie A club AS Roma has agreed a sponsorship deal with utilities company A2A. As part of the deal, the company’s A2A Energia subsidiary will become an official partner of Roma.
Football
Sponsorship & Marketing

English Premier League club Chelsea is preparing to find a new front-of-shirt sponsor once its deal with mobile phone network Three expires at the end of the season
American Football
Sponsorship & Marketing

German workwear manufacturer and retailer Engelbert Strauss has been named sponsor of the National Football League's Kansas City Chiefs, marking the first multi-year agreement by the 2023 Super Bowl participants…
Football

Official beer brand Budweiser leveraged its AFC Ajax partnership and celebrated the club’s 35th league title victory in May 2021 by teaming up with local singer Sophie Straat and artist Tim Rodermans t…
Motorsport
Industry Moves

Italian automotive manufacturer Ferrari has appointed former AC Milan executive Lorenzo Giorgetti as its chief racing revenue officer
Ice Hockey
Sponsorship & Marketing

The National Hockey League has named the Kindred Group’s online gaming brand Unibet as an official league partner in Sweden in a multi-year agreement.
Motorsport
Sponsorship & Marketing

Formula 1 team Williams Racing has signed a North American-focused sponsorship deal with Anheuser-Busch beer brand Michelob Ultra as the global motorsport series looks to further establish itself in the…
Football

In summer 2022, Arsenal and official kit supplier Adidas teamed up with agency Weirdo to launch the new 2022-23 away kit while the club was on a US Summer Tour through an integrated campaign called ‘Little I…
Football

During the 2021-22 Premier League season Southampton FC’s crypto-betting sponsor Sportsbet.i
Skiing
Sponsorship & Marketing

Austrian telecommunications company A1 has agreed a deal to sponsor this year’s Alpine World Ski Championships in Courchevel/Méribel, France, along with the 2025 event taking place in Saalbach in its ho…
Handball
Sponsorship & Marketing

Deutsche Bahn (DB), the national railway company of Germany, has made its first entry into international handball sponsorship by agreeing a deal to back the men’s EHF Euro 2024 national team tournament t…
Football
Sponsorship & Marketing

The online sports news service of gaming operator LeoVegas has become the new training kit sponsor of Italian Serie A club Inter Milan. Along with the front-of-shirt training kit rights, the LeoVegas
Football
Finance & Law

US-based investment firm Sixth Street Partners is reportedly among the firms preparing a bid for a share of the Bundesliga broadcast and commercial rights business as the German Football League (DFL),…