Europe

Uber has split its approach to its latest European football sponsorship deals, turning to its Uber Eats food delivery brand to sponsor Spain’s LaLiga but marketing its main ride-hailing app business in a shirt deal with Serie A side Como 1907.

The Sprint World Orienteering Championships probably doesn't feature on your sporting calendar this weekend. But if it wasn't for last-minute deals for 3,000 free sausage rolls and a supply of kilts to help balance the budget, it might not have appeared on anyone else's.

The retail offering available to sponsors at the Roland Garros tennis grand slam was a significant factor in Lacoste renewing its long-running agreement with the French Tennis Federation.

Qatar Airways has expanded its relationship with Inter Milan by becoming the Serie A club’s new training kit sponsor, replacing online gaming operator LeoVegas in the role.

Pensions insurance specialist Rothesay will take over cricket’s County Championship title sponsorship rights from 2025, SportBusiness can reveal.

Soft drinks group Coca-Cola appears to have stepped back in time by attaching its masterbrand logo to the training kit and warm-up kit at Italian Serie A club SSC Napoli

Turkish football clubs Galatasaray and Fenerbahçe have tapped very different industries to secure new sleeve sponsors.

 Como 1907 FC, which is returning to Serie A for the first time in more than two decades, has signed a multi-year kit supply deal with Adidas.

Inter Milan continues to stand out among its Serie A by leveraging training ground naming rights as a sponsorship asset via an expanded deal with Italian banking group BPER

Leicester City has announced BC.Game as its new main shirt sponsor, becoming the latest Premier League club to partner with a company from the gambling sector before a league-wide ban on such deals comes into force.

US-based sporting goods manufacturer Baden Sports has made a move into the European market in a four-year official ball supply deal with Germany’s Basketball Bundesliga (BBL).

Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.

Women’s Super League sides Chelsea Women and Crystal Palace Women have broken new ground, announcing their first-ever standalone training kit and front-of-shirt sponsorship deals, respectively.

The England and Wales Cricket Board continues to leverage the insurance sector for its Test match title sponsor position after a new deal with Rothesay.

LaLiga club FC Barcelona has renewed one of its most lucrative and controversial sponsorship deals by signing a five-year extension with betting operator 1XBet.

BetMGM has made its biggest sponsorship move in the UK market to date with the acquisition of training wear rights at Tottenham Hotspur, a deal that confers exclusivity in the betting category.