Europe
Sportfive adds Stuttgart to Bundesliga portfolio, club retains commercial autonomy
The Sportfive agency has added VfB Stuttgart to its portfolio of Bundesliga clubs after striking a long-term deal to jointly sell sponsorship rights
Clock is ticking for UK clubs who need ‘perfect storm’ to land stadium naming-rights deals
The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Premier League acquires Sorare equity option as part of major licensing deal
Digital collectibles and fantasy game company Sorare has signed a four-year licensing deal with the Premier League, adding to its licensee agreements with major sports organisations, including the NBA…
Castore enters Dutch football market with Feyenoord
Dutch Eredivisie club Feyenoord Rotterdam has become the latest European football club to sign up performance sportswear brand Castore as its new kit supplier
Emirates’ AC Milan front-of-shirt renewal rewards 2022 Serie A title
AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.
Infront negotiates revised EHF deal upon DAZN exit
DAZN has withdrawn from its 10-year tripartite agreement with Infront and the European Handball Federation with the terms and inventory included in a new, restructured agreement with the sports marketing…
Coca-Cola ranks first for sponsorship awareness in Spanish sport with ‘glocal’ strategy
Coca-Cola has again topped the rankings for sports sponsorship awareness in Spain from a survey of Spanish consumers, despite the absence from its portfolio of one dominant sponsorship property in the country.
Ex-Red Bull execs launch Audience Labs media valuation agency
Kelly Burgett and Alex Drymonakos, who previously worked in the analytics and marketing departments at energy drinks giant Red Bull, have announced the launch of Audience Labs, a new “insights-driven” spo…
Lazio adds AirFire as sleeve sponsor until end of season
Italian Serie A club Lazio has signed fire safety and suppression specialist AirFire as its sleeve sponsor for the remainder of the 2022-23 season
Carling returns to English domestic football with FA Cup sponsorship
The English Football Association has signed up beer brand Carling as a sponsor of its flagship men’s and women’s cup competitions.
Monaco signs Viwone as back-of-shirt sponsor
AS Monaco has announced French headphones brand Viwone as a new sponsor until the end of the 2022-23 season
Napoli maintains interest in cryptocurrency sector with Upbit deal
Serie A league leader SSC Napoli sold its back-of-shirt branding position to Korean cryptocurrency exchange Upbit earlier this month, in a deal brokered by the European arm of the Entourage Sports & Entertainment agency.
Crédit Agricole to title sponsor Italian cycling’s ‘classics’
The Italian division of French financial services group Crédit Agricole has acquired title sponsorship rights to the Italian cycling ‘classics’ operated by the RCS Sport agency.
Paris 2024 adds Fnac Darty to official supporter basket
French retail company Fnac Darty has signed on as an official supporter of the Paris 2024 Olympic and Paralympic Games
Barcelona extends US ties with Travel + Leisure GO pact
LaLiga club FC Barcelona has extended its commercial reach in North America by naming Orlando, Florida-based subscription travel club Travel + Leisure GO as its official travel partner in the United States
Sponsors call out ‘extremely concerning’ WRU bullying allegations
Welsh Rugby Union (WRU) top-tier sponsors Principality, Admiral and Vodafone have publicly called out allegations of bullying and discrimination within the governing body and demanded that immediate action…
Swiss-Ski claims first with uniqFEED virtual advertising, extends with Huawei
Swiss-Ski has claimed a first for snow sports by teaming up with virtual advertising technology company uniqFEED to trial its products, while the national governing body has also extended its sponsorship…
Ebay prepares for Italian e-commerce boom with Inter sleeve sponsorship
The deal builds on eBay’s original sponsorship of Inter announced in October, which saw the brand become the Serie A club’s ‘Official Marketplace Partner’ for the 2022-23 and 2023-2024 seasons.