Europe
The 9th Lane – Lacoste and French National Olympic & Paralympic Committees
Lacoste, which was founded in 1933 by tennis player René Lacoste and is known globally for its famous green crocodile logo, leveraged its status as the supplier of out-of-competition and formal wear to …
ARD audience for Germany’s World Cup opener dips below 10m as armband row continues
An average audience of 9.2 million people tuned into German broadcaster ARD’s coverage of the 2022 Fifa World Cup match between Germany and Japan amid new protests against Fifa’s ban on ‘OneLove’ armbands.
Betfred title sponsors Fury-Chisora clash
UK betting operator Betfred has signed as the main sponsor of the upcoming World Heavyweight Championship fight between British boxers Tyson Fury and Derek Chisora
Fast Frame – Samsung and Dutch Olympic Cycling Team (BMX)
Bringing to life the brand’s ‘Do What You Can’t’ umbrella marketing platform through its Dutch Olympic Team sponsorship, Samsung ‘Fast Frame’ utilised the brand’s technology products, data collection ab…
Barclays replaces HSBC as Wimbledon banking sponsor
The All England Lawn Tennis Club (AELTC) has announced a new multi-year sponsorship deal with UK bank Barclays
British Superbike Championship continues with Bennetts as title sponsor
British Superbike Championship promotor MotorSport Vision Racing has renewed its title rights agreement with motorcycle insurance specialist Bennetts
REWE suspends DFB sponsorship as FAs condemn Fifa’s ‘One Love’ stance
Supermarket chain REWE has suspended the activation of its German national team sponsorship “with immediate effect” in response to Fifa's banning of 'One Love' armbands at the World Cup in Qatar.
Ideal Pneu takes shirt sponsor status at Olympique Lyonnais Féminin
Ideal Pneu, a chain of retail outlets specialising in vehicle tyres, has extended and upgraded its sponsorship deal with French Division 1 Féminine football club Olympique Lyonnais.
Betano claims betting first with Fifa World Cup sponsor deal
Sports betting firm Betano has become Fifa's first gambling sponsor with a last-minute deal announced after the 2022 World Cup kicked off in Qatar
Inter renews Locauto sponsorship
Serie A football club Inter Milan has extended its sponsorship deal with vehicle rental firm Locauto
German national team deal highlights Continental’s shift from global to local
Tyre brand will sponsor the German national team from 2023
The firm has bought the premium LED package for national team deals
CSM Sport & Entertainment adds Cooper to rights team
The CSM Sport & Entertainment agency has named Phil Cooper as its director of rights
SFA, SPFL warn of ‘grave’ implications of alcohol sponsorship ban
The Scottish Football Association and Scottish Professional Football League have warned of the “significant unintended consequences” of a potential ban on alcohol brand sponsorships across sport, as the…
Euroleague Basketball extends Bwin deal for Greek market
Online sports betting and gaming operator Bwin has signed a multi-year extension to its sponsorship deal with Euroleague Basketball covering the Greek territory
Mizuno adds Augsburg to Bundesliga portfolio
Japanese sportswear and equipment company Mizuno has furthered its presence in football’s German Bundesliga by agreeing a new kit supply deal with FC Augsburg.
Virtual advertising technology debuts in handball in Infront-Supponor tie-up
The Infront agency is working with Supponor to deploy the first-ever virtual replacement advertising technology used in handball during the Women’s Euro 2022 tournament being held in Slovenia, North M…
Saudia sponsors Newcastle United tour as airline grows club presence
Premier League Newcastle United has signed up Saudi Arabia's national carrier Saudia as the club's ‘Official Tour Airline Partner’ for a tour to Saudi Arabia in December and the rest of the 2022-23 sea…
Eni Aluko joins Three as ambassador
Former England Women and Chelsea player, Eni Aluko, has joined the Three mobile network as a brand ambassador