Europe

Football
Sponsorship & Marketing

LaLiga giants FC Barcelona will wear the iconic owl logo of Canadian musician Drake on their jerseys for the El Clásico encounter with rivals Real Madrid on October 16 at the Santiago Bernabeu as part …
Football
Sponsorship & Marketing

Mark Versteegen, head of corporate sponsorships at Dutch telecoms company KPN, explains why the company decided to stop sponsoring speed skating and focus on football, and how it is incentivising amateur clubs to sell its fibre broadband
Football
Industry Moves

Newcastle United is to appoint OneFootball executive Peter Silverstone as chief commercial officer just five months after he arrived at the streaming and content platform
Football
Sponsorship & Marketing

The German Football Association (DFB) has signed up tyre manufacturer Continental to its sponsorship portfolio
Football
Sponsorship & Marketing

Italian Serie A club Fiorentina has renewed its sponsorship deal with digital payment services provider PlanetPay365
Soccer

In May 2022, UEFA partnered PepsiCo’s snack and sports drink brands Lays and Gatorade for an activation around the Women’s Champions League final through a linked grassroots pitch and tournament initiative in host city Turin which saw the crisps brand build a community pitch from recycled packaging and then the sports drink run an all-women’s ‘Gatorade 5v5’ tournament on it.
Ice Hockey

Swiss beer brand Brauerei Schützengarten activated its sponsorship of hockey team SC Rapperswil-Jona Lakers following a 2020-21 season of success on the ice that was missed by fans due to the pandemic …
Soccer

Running through the Covid-affected 2020-21 international season, Bednet and ClassContact activated their partnership with the Royal Belgian Football Association (KBVB/URBSFA) for a kids’ cause campaign which connected the men’s national team training sessions to unwell children confined to bed.
Football
Industry Moves

Chris Beadle has left the CSM Sport & Entertainment agency to join Premier League club Leeds United as director of partnership sales
Cycling
Sponsorship & Marketing

Shell UK has signed an eight-year deal to become an Official Partner of British Cycling in an agreement that starts this month and ends in 2030
Tennis
Industry Moves

The All England Lawn Tennis and Croquet Club (AELTC) has merged its commercial, communications and marketing functions into a single position to be held by Usama Al-Qassab, the former Walt Disney marketing…
Football
Sponsorship & Marketing

Lyn Garner, chief executive of the London Legacy Development Corporation (LLDC), which owns London Stadium, has said that the venue’s main tenant, West Ham United, would be able to pursue a naming-rights d…
Rugby League
Sponsorship & Marketing

England’s Rugby Football League has agreed sponsorship deals with Sportsbreaks.com and Selco Builders Warehouse ahead of the Rugby League World Cup, which begins next week. Sportsbreaks.c
Football
Sponsorship & Marketing

Workwear and safety products company Engelbert Strauss has strengthened its association with Uefa by becoming a sponsor of the 2024 European Championship in Germany
Football
Sponsorship & Marketing

LaLiga club Real Madrid has signed up technology company Softtek as its latest sponsor in a global deal that will run until the end of the 2023-24 season and cover the club’s men’s and women’s teams. A
Football
Sponsorship & Marketing

Smart mobility and consumer electronics brand Nilox will continue as the ‘Official Electric Mobility Partner’ of Inter Milan for three more seasons, including the rest of the 2022-23 campaign.
Football
Sponsorship & Marketing

Barclays group head of sponsorship Tom Corbett has said he is delighted with the knock-on effects of the Lionesses’ Uefa Euro 2022 victory, and admits the brand had no idea of the explosion in women’s foo…
Football
Sponsorship & Marketing

Spanish telecommunications company Finetwork has signed on as the new title sponsor of Liga F, the top division of domestic women’s football.