Europe

Real Madrid has confirmed it has signed up automotive manufacturer BMW to its sponsorship portfolio

Liverpool has extended its main shirt sponsorship with Standard Chartered Bank for another four years, starting in the 2023-24 season

US mobile e-commerce company Wish has rekindled its association with Leeds United by signing on as the English Premier League football club’s sleeve sponsor for the 2022-23 season.

The Sportfive agency facilitated the highly-lucrative main shirt sponsorship agreement between Spanish football club Atlético de Madrid and the cryptocurrency investment app WhaleFin, which was confirmed …

LaLiga’s Real Sociedad has become the latest football club to sign an agreement with blockchain provider Chiliz. The deal will see the club launch an official fan token via the Socios.c

Online car retailer MeinAuto.de has become the new main shirt sponsor of top-tier German Bundesliga club Schalke 04. MeinAuto

The Sportfive agency has been appointed to an exclusive commercial role with Stade Français of French rugby union’s Top 14.

The Professional Triathletes Organisation (PTO) has finalised a new rights agreement with media conglomerate Warner Bros. Discovery (WBD) ahead of the launch of the PTO Tour in Canada later this month

Olympique de Marseille has signed a renewal to its sponsorship contract with France’s national lottery company Française des Jeux (FDJ) and its gambling platform, ParionsSport.

Luxury carmaker Mercedes‑Benz has extended its sponsorship agreement with the R&A as ‘Official Patron’ and ‘Official Car’ at the Open Championship in a multi-year deal. Start

UD Almería has become the latest Spanish LaLiga club to sign up UK-based brand Castore as its kit supplier.

For the 2021/22 season, Siemens leveraged its FC Bayern partnership through a socially responsible video series called #Overcome. It saw a team of seven celebrity ambassadors share their own stories about the biggest challenges of their lives and how they overcame them. Spanning contemporary social topics to inspire viewers and fans not to give up no matter what challenges they have to #overcome.

Running through Spring and Summer 2021, a joint initiative from FC Bayern Munich and youth football partner Volkswagen (VW) sought to reinforce their shared values, engage Gen Z and challenge the global talent search system. An initiative called the ‘FC Bayern World Squad’ which was a global young player talent search carried out primarily through social media and consumer/player content creation. It was backed up by digital training and climaxed with a Munich training base and a game against the club’s under-19 side, amplified via an online video series.

LaLiga’s title sponsorship agreement with Banco Santander will not be renewed beyond the 2022-23 season.

McLaren Racing has signed a multi-year deal with footwear brand K-Swiss, while fellow Formula 1 team Alfa Romeo has agreed a new partnership with neurotechnology platform MindMaze

ParalympicsGB, the Great Britain and Northern Ireland Paralympic team, has signed up healthcare company Bupa as a sponsor in a three-year deal that makes the company the team’s ‘Official Healthcare Par…