Europe
Red Bull announces ‘strengthened’ deal with Honda, tie-up with car auction house Bingo
Red Bull has announced a new agreement with Honda that will see the Japanese automobile manufacturer continue to supply its Formula 1 teams with power units and receive more prominent branding on their…
LFP signs Oris as new timing sponsor in three-year deal
France's Professional Football League (LFP) has announced a new sponsorship with Swiss watchmaker Oris
Hummel agrees Everton extension, Walkers goes again with Leicester City
Premier League Everton has agreed a contract extension with Danish sports brand Hummel that will see the club continue its kit supplier relationship until the end of the 2023-24 season
Fashion label Off-White agrees deal to become AC Milan’s official style curator
Serie A club AC Milan has agreed a new sponsorship deal with Off-White that will see the Milan-based fashion label become the club’s official style and culture curator.
Mutua Madrileña renews with Madrid Open in IMG-owned MTP deal
Insurance company Mutua Madrileña has renewed its title sponsorship of the Mutua Madrid Open for five more years, from 2023 to 2027.
Ardu Prime signs on as new sponsor for EuroLeague, EuroCup
Euroleague Basketball has agreed a new sponsorship deal with Greek trading and investment services provider Ardu Prime
What’s Priceless to You, by Lionel Messi – Mastercard, Uefa Champions League
In May 2022, Uefa sponsor Mastercard leveraged its rights around the Men’s Champions League Final through a global campaign built around brand ambassador Lionel Messi. The campaign led with a hero film featuring a young Messi’s first flight to Spain to start his career playing for FC Barcelona.
The R&A widens sponsorship portfolio to support grassroots push
The R&A aims to diversify its sponsorship revenue streams
Six official patrons from The Open were integrated into its 2022 Women's Open portfolio
Barcelona adds sustainability app VeganNation as new sponsor
Spanish LaLiga football club Barcelona has signed a sponsorship deal with VeganNation, a sustainability-focused app powered by blockchain technology that promotes healthy living and practices
Adidas signs new long-term kit deal with Arsenal
German sportswear manufacturer Adidas has extended its kit supplier deal with English Premier League football club Arsenal
Player power puts sponsors in a spin as Mbappé takes a stand
Elite players increasingly refusing to engage with brands they don’t approve of
Sponsor contracts with leagues and federations do not guarantee access to named individuals
Xero adds FA sponsorship to women’s football portfolio
Business accounting software platform Xero has signed a new sponsorship with the Football Association focused on women’s and grassroots football.
Coca-Cola lands long-term deals with Liverpool, Tottenham Hotspur
Global drinks brand Coca-Cola has announced new long-term sponsorship deals with Premier League clubs Liverpool and Tottenham Hotspur
Mercedes eyes F1’s new era with Petronas extension from 2026
Malaysian oil and gas company Petronas has signed a multi-year extension to its title and technical sponsorship deal with Formula 1 motor-racing team Mercedes
Sportfive expands Bulls deal with sponsorship, digital growth remit in France
The Sportfive agency has expanded its relationship with the Chicago Bulls as the NBA team seeks to grow its fan base in France ahead of its game in Paris next year
ECA and Uefa edge closer to long-term MoU
The European Club Association (ECA) and Uefa have moved closer to agreeing a new Memorandum of Understanding (MoU) spanning until 2030 after signing a new letter of intent (LOI)
RFU strikes Pozitive Energy sponsorship
England’s Rugby Football Union (RFU) has secured an agreement with B2B energy supplier Pozitive Energy.
The long-term contract began at the start of September.
NFL UK signs lead partner deal with IG
Pact arrives in advance of first of three league games this season in London