Europe

Mass Participation

Havas Play describes how Orange activated its ‘Presenting Partner' rights at the 'Marathon Pour Tous', one of the bespoke events offered by the Paris 2024 organising committee.
Football
Sponsorship & Marketing

MG Motor’s decision to upgrade its sponsorship of Bayer 04 Leverkusen after just eight months is illustrative of the club’s growing commercial clout after a stellar unbeaten domestic season.
Football
Sponsorship & Marketing

Chelsea FC has avoided going into the new season without a single sponsor on its men’s first team shirt, having announced a late deal with entertainment discovery platform Fever which encompasses the sleeve sponsorship rights for both its men’s and women’s teams.
Football
Sponsorship & Marketing

Qualcomm Technologies has registered a vote of confidence in Manchester United’s future by triggering an option to extend its Snapdragon brand’s main shirt sponsorship one year ahead of schedule.
Football
Sponsorship & Marketing

SportBusiness understands the UK-based telco will agree a multi-season extension to its previous five-season deal, which ran from 2019-20 to 2023-24. 
Football
Sponsorship & Marketing

The Uefa Super Cup in Warsaw last night was the platform for Bet365 to finally unveil its global sponsorship of the Champions League, after more than a year-long negotiation process.
Motorsport
Sponsorship & Marketing

Peroni Nastro Azzurro and Scuderia Ferrari Formula 1 created an immersive event in London ahead of the British Grand Prix at Silverstone.
Football
Sponsorship & Marketing

Uefa has unveiled cryptocurrency exchange Crypto.com as the latest global sponsor of the Champions League, more than two years after a deal for the premier clubs competition fell through.
Rugby Union

Scottish Rugby’s UK-wide exposure through the Six Nations was a strong factor in Arnold Clark’s decision to become one of the union’s principal sponsors. 
Multi-sport
Sponsorship & Marketing

French sports marketers expect a legacy of business growth from the success of Paris 2024's domestic sponsorship programme.
Football
Licensing & Merchandising

Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)
Football
Finance & Law

Nocta, the luxury clothing brand created by sportswear giant Nike and Canadian rap artist Drake, has made its first move into football, becoming the kit supplier of Venezia FC.
Football
Sponsorship & Marketing

Manchester United's decision to have a back-of-shirt sponsor for the first time through its deal with Qualcomm could pave the way for other Premier League clubs to do the same in domestic cup competitions.
Football
Sponsorship & Marketing

Three global sponsorship positions remain to be filled for the Uefa Champions League in the next commercial cycle after PlayStation officially announced it has extended its contract.
Football
Sponsorship & Marketing

AS Monaco has joined the small group of elite clubs to split shirt sponsor rights between domestic and European competition after announcing a new top-tier deal with Renault.
Motorsport
Sponsorship & Marketing

Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.
Multiple Sports
Sponsorship & Marketing

The London Stadium’s long-running search for a naming sponsor goes on after Allianz, the leading candidate to acquire the rights, opted to enter into a controversial agreement to rename Twickenham Stadium, the home of English rugby, believing it to be a better brand fit.
Football
Sponsorship & Marketing

Cryptocurrency exchange Zondacrypto has chosen Europa League winners Atalanta ahead of rival Serie A club Juventus to lead its sleeve branding efforts in Italian football