Europe

Esports
Sponsorship & Marketing

UK-based esports organisation Guild Esports has signed a record sponsorship deal with Sky, marking the European media and entertainment group’s first such agreement.
Football
Sponsorship & Marketing

Serie A club AS Roma has signed a ‘premium partner’ deal with sports infotainment site StarCasinò Sport.
Soccer

In September 2021 Premier League giant Arsenal FC teamed up with ecology restoration non-profit CarbonLink (and Bore Green Umbrella) for a philanthropic initiative in Africa called ‘The Arsenal Forest’: a sustainability initiative aimed at off-setting the carbon consumption of the club’s matchday programme whilst also supporting local communities and local football clubs.
Soccer

In August 2021 Danish sportswear brand Hummel leveraged a trio of its official football club supplier tie-ups – Everton FC, Southampton FC and Brondby IF – on a kit-based collaborative campaign called The Rainbow Jersey to support the LGBTQ+ community, fight against discrimination in football and raise funds for local inclusivity non-profits.
Football
Sponsorship & Marketing

Italian state-owned carrier ITA Airways has signed a sponsorship agreement with the Italian Football Federation (FIGC) focused on its national teams
Football
Sponsorship & Marketing

The Spanish Football Federation (RFEF) has announced a new four-year automotive sponsorship deal with national car dealer Marcos Automoción.
Athletics
Sponsorship & Marketing

German dairy products company Müller will end its long-running main sponsorship of UK Athletics at the end of this year.
Football
Esports

German football club Bayer 04 Leverkusen has announced a new sponsorship deal with online gaming brand Strikerz Inc. Strikerz Inc
Football
Sponsorship & Marketing

Premier League club Everton FC have appointed Elevate Sports Ventures, the prominent United States-based sports and entertainment consulting firm, to secure a naming rights sponsor for its new £500m (€573m, $5…
Football
Licensing & Merchandising

KFC France has distanced itself from comments made by one of its leading executives on the dispute between the French Football Federation (FFF) and star player Kylian Mbappé over player image rights.
Football
Sponsorship & Marketing

Everton has become the latest Premier League club to strike a deal in the hair transplant category, agreeing a deal with Turkey-based aesthetics company Vera Clinic
Rugby Union
Sponsorship & Marketing

The Welsh Rugby Union has signed a sponsorship deal with UK telecoms company Vodafone, with the wide-ranging agreement to focus on growing the game for women and girls
Basketball
Sponsorship & Marketing

Toyota Spain and the Spanish Basketball Clubs Association (ACB) have renewed their sponsorship agreement for the 2022-23 season.
Cricket
Sponsorship & Marketing

Ireland men's cricket team have agreed a sleeve sponsorship with Gujarat Cooperative Milk Marketing Federation, known through its brand name Amul, ahead of the ICC T20 World Cup
Football
Sponsorship & Marketing

Inter Milan has secured an agreement with LeoVegas.News, the football magazine arm of the gambling company LeoVegas. The three-year deal makes LeoVegas
Football
Sponsorship & Marketing

Dutch banking group ABN Amro has extended its sponsorship of Ajax Women until at least 2025. The previous contract, signed in 2019, was scheduled to expire at the end of the current 2022-23 season
NFL
Sponsorship & Marketing

The National Football League's New York Jets are looking to expand their reach in the United Kingdom by securing a multiyear partnership with London-based, transatlantic menswear brand Charles Tyrwhitt
Boxing
Sponsorship & Marketing

Sports hydration brand Wow Hydrate has renewed its sponsorship agreement with the UK-based Boxxer promotion, SportBusiness understands