Europe

Sailing
Sponsorship & Marketing

Renewable energy suppler Acciona Energía has become the ‘Official Energy Partner’ of the 37th America’s Cup in what is likely to be the last sponsorship deal signed by the organisers before the action…
Football
Sponsorship & Marketing

Emirates has extended its long-running sponsorship of the Football Association's flagship FA Cup competition for another four years, an agreement that will take the airline's title sponsorship of the FA…
Football
Media

The French football domestic rights saga is almost at an end, after the league's board of directors validated the €100m ($108m) per season media rights and sponsorship offer from pay-television's beIN S…
Football

Sela used its sponsorship of Newcastle United to launch a world-first haptic team shirt to support the UK's deaf community.
Rugby Union
Sponsorship & Marketing

In becoming the shirt sponsor of Scotland’s men’s national rugby union team, Arnold Clark has made its biggest move to-date in establishing its brand outside of Scotland as it replaces rival car dealership Peter Vardy in the role.
Football
Sponsorship & Marketing

Orange replaces rival Telefónica as the Spanish club's official telecommunications partner under a three-season deal
Football
Sponsorship & Marketing

Lidl’s activation around its sponsorship of Euro 2024 has been vindicated after the German supermarket chain derived the most consumer recognition of all sponsors, according to a recent YouGov study.
Basketball
Governance

Euroleague Basketball and IMG are entering a crucial period of discussions with just two seasons remaining in their 10-year contract, and as the rights-holder eyes greater control over its commercial returns.
Football
Sponsorship & Marketing

Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Football

Decathlon has announced ambitions to sign ball supply agreements in South American football after becoming the official match ball supplier for the Uefa Europa League and Uefa Conference League.
Cricket
Sponsorship & Marketing

Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Football
Sponsorship & Marketing

FedEx has extended as a global sponsor of the Champions League for a further three years, taking its association with Uefa past a decade, SportBusiness can exclusively reveal.
Football
Sponsorship & Marketing

Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
Football
Sponsorship & Marketing

Germany-based workwear brand Strauss could expand its sponsorship portfolio after entering the Premier League football market via a deal with Liverpool
Multiple Sports
Sponsorship & Marketing

Indian tyre brands Ceat and BKT have served notice of their international ambitions, announcing sponsorship deals with German Bundesliga champion Bayer Leverkusen and The Hundred, the England and Wales…
Esports
Sponsorship & Marketing

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Football

Jan De Schepper, chief sales and marketing officer for Swissquote, reveals why the company sponsors the Uefa Europa League and Conference League and why it exited a sponsorship agreement with Manchester United.
Football
Sponsorship & Marketing

Premier League pair Southampton FC and Tottenham Hotspur have turned to the cryptocurrency sector to fill key shirt sponsorship voids for the new season