Europe

Horse Racing
Sponsorship & Marketing

The UK division of Dutch brewing group Heineken has agreed a multi-year sponsorship deal with Goodwood, the English estate which hosts horseracing showpiece the Goodwood Festival
Football
Sponsorship & Marketing

English Premier League club Nottingham Forest is holding out for a front-of-shirt sponsorship deal in the region of £10m ($12.1m/€11.8m
Football
Licensing & Merchandising

Italian Serie A club Juventus has signed a new licensing agreement with video game developer EA Sports
Football
Sponsorship & Marketing

Referees of top-flight men’s and women’s club football in Spain will wear Munich-branded boots from this season.
Cycling
Events

Event promoter Amaury Sport Organisation is confident that its investment in the women’s Tour de France will pay off commercially in future years with a sizeable free-to-air audience creating an appealing p…
Football
Sponsorship & Marketing

Newly promoted Premier League club Fulham has signed global betting firm W88 as the club’s main shirt sponsor for the 2022-23 season.
Motorcycling
Sponsorship & Marketing

CryptoData Tech, a Romanian company that develops hardware and software cybersecurity solutions based on blockchain technology, has agreed a deal to become the title sponsor of MotoGP’s Austrian Grand P…
Football
Sponsorship & Marketing

Grasshopper Club Zurich has announced a sponsorship agreement with Chinese watchmaker Seagull. The deal sees Seagull become a strategic partner of the Swiss Super League club for the 2022-23 season
Football
Sponsorship & Marketing

Vegetable products company Selenella has reworked its sponsorship deal with Bologna and will now receive exposure on the back of the Italian football club’s shirts during the 2022-23 Serie A season.
Football
Fan Engagement

Lega Serie A has become the latest sports league to sign an agreement with non-fungible token (NFT) fantasy sports platform Sorare
Darts
Sponsorship & Marketing

Gambling firm Betfred has renewed its title sponsorship of the Professional Darts Corporation (PDC) World Matchplay darts tournament until 2025
Esports
Sponsorship & Marketing

Recovery technology company Hyperice has signed a one-year ‘Official Wellness Technology Partner’ deal with Guild Esports.
Golf
Sponsorship & Marketing

French asset management company Amundi is sponsoring seven emerging women golfers from Asia. The company will provide financial assistance to the golfers as they take part in major tournaments
Soccer

In September 2021 EA Sports and Leeds United FC leveraged their gaming partnership through authentic and relevant content running across club and gaming company platforms. Focusing on FIFA 21’s ratings reveal through video and featuring a fictional ratings group of Leeds stars which championed the tie-up and provided a unique point of difference between Leeds and EA’s other partner clubs.
Football
Sponsorship & Marketing

Adidas is set to replace New Balance as the kit supplier to Serie A club AS Roma after the 2022-23 season, according to Italian press sources
Cricket
Fan Engagement

Yorkshire County Cricket Club has entered into a partnership with metaverse platform and NFT marketplace Virtua
Athletics
Sponsorship & Marketing

Sports marketing and data technology company Two Circles has been appointed by UK Athletics to help develop and execute marketing strategies that drive commercial revenue growth for the governing body
Football
Sponsorship & Marketing

Ligue 1’s Racing Cub de Lens has renewed its long-standing sponsorship agreement with car automotive retailer Groupe Lempereur.