Europe
Paris Saint-Germain extends with PMU
French state-controlled betting operator PMU has sealed a four-year extension to its sponsorship of Ligue 1 football champion Paris Saint-Germain.
Engelbert Strauss takes to the ice as CHL’s lead partner
Work wear and personal protective equipment manufacturer Engelbert Strauss has agreed a multi-year deal to become the official presenting sponsor of the Champions Hockey League, placing it as the lead commercial partner of the new European club ice hockey competition.
Ligue 1’s Nantes takes stock with Au Fil des Marques
Destocking retailer Au Fil des Marques has entered into a two-year partnership with Ligue 1 football club FC Nantes.
European Tour and BMW drive on
German automotive manufacturer BMW has sealed a four year extension to its partnership with golf’s European Tour running until the end of the 2018 season.
Champions League club shirt and kit deals hit €640m for 2013-14
European clubs who participated in the 2013-14 edition of the Uefa Champions League generated an estimated cumulative annual total of around €640m ($878m) from shirt sponsorships and kit supplier deals, Sports Sponsorship Insider can reveal.
BT Sport strikes four-way Welsh rugby deal
BT Sport, the pay-television service of UK telecommunications company BT, has agreed a three-year sponsorship deal with Regional Rugby Wales’ four Pro12 clubs - Scarlets, Ospreys, Cardiff Blues and Newport Gwent Dragons.
Monaco shows global ambition with Nike deal
French Ligue 1 football team AS Monaco has agreed a kit deal with US sportswear giant Nike which will run until at least 2019.
Samsung to continue as title sponsor of Austrian Cup
Korean electronics manufacturer Samsung has agreed a deal with the Austrian Football Association to remain the title sponsor of the Austrian Cup club football competition through to the 2016-17 season.
UniCredit: Flexibility of industry supports brand building
Sponsorship has proven a “flexible instrument” to financial services company UniCredit that has supported brand building and will provide a platform for future business related objectives, Daniele Penna, head of strategic sponsorships at UniCredit Group told Sports Sponsorship Insider.
SAP and the Extreme Sailing Series
Stefan Lacher, head of technology, sponsorships for technology company SAP, speaks to Sports Sponsorship Insider about the brand's work in the Extreme Sailing Series.
Barcelona powered by Stanley Black and Decker sponsorship
Tools company Stanley Black and Decker has agreed to become a sponsor of Spanish Liga football club Barcelona through to July 2017.
Warrior takes to the ice with Champions Hockey League
US sportswear manufacturer Warrior has reached an agreement with the Infront Sports & Media agency to become the official kit supplier for the Champions Hockey League.
DHB gains BASF support ahead of World Cup
International chemical company BASF has agreed to become a partner of the German Hockey Federation (DHB) until the end of 2020.
Eintracht Frankfurt empowered by Mainova renewal
German Bundesliga football team Eintracht Frankfurt has sealed a two-year extension to its long-standing premium partnership with energy group Mainova.
Titleist holes European Tour extension
Golf equipment manufacturer Titleist has extended its status as a top-tier partner of the European Tour through to 2018.
Newcastle Falcons seal Gilbert kit deal
Gilbert has been unveiled as the new official kit partner of English Premiership rugby union club Newcastle Falcons.
Manchester City constructs new Middle Eastern partnership
English Premier League champion Manchester City has extended its commercial ties with the Middle East by signing a three-year sponsorship deal with engineering and construction group Arabtec.
Liverpool extends 188Bet deal
English Premier League football club Liverpool has signed a two-year extension to its partnership with online sports betting and gaming provider 188Bet.