Europe
VBet adds Nice to French football club portfolio
Betting operator VBet France has signed a three-season shorts sponsorship agreement with French Ligue 1 outfit OGC Nice until 2025
Sportfive brokers Randstad’s back-of-shirt deal at Lens, Saint-Étienne’s Zebet renewal
The Sportfive agency has brokered a new, back-of-shirt deal between Ligue 1 outfit Racing Club de Lens and the Randstad Group, starting this season, as well as relegated Saint-Étienne’s continued association wi…
Harlequins latest addition to Castore rugby portfolio
Harlequins has become the latest rugby union club to sign a kit supply agreement with Castore
NTT Data renews as top-tier Open Championship sponsor, backs Women’s Open
Japanese IT services provider NTT Data has agreed a multi-year extension to its sponsorship of golf major The Open, while also announcing a new partnership with the Women’s Open.
TM real estate group extends as Elche main shirt sponsor
Spanish LaLiga club Elche has extended its main shirt sponsorship deal with real estate developer TM Grupo Inmobiliario for a seventh consecutive season
Long-serving Pathy to leave Fifa marketing director role
Jean-François Pathy, Fifa’s long-standing marketing director, is to leave the organisation, SportBusiness understands.
Virgin Bet extends Ayr Gold Cup naming deal
Mobile betting operator Virgin Bet will retain its naming sponsorship of Scotland's richest flat horserace meeting – the three-day Ayr Gold Cup Festival, this September,
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Sportfive brokers shirt deals for Ligue 1 duo Auxerre and Troyes
French football club AJ Auxerre has signed an expanded sponsorship contract with educational support platform Acadomia
Taica extends main shirt deal with Real Mallorca
Japan’s Taica Corporation has extended its main shirt sponsorship with Spanish LaLiga club Real Mallorca to promote its aGEL (Alpha Gel) shock absorption brand for another season.
Coop extends sponsorship of Norwegian club football for three more years
Supermarket group Coop has extended its main-partner sponsorship of the Norwegian club football for a further three seasons, until 2025
Cygames renews with Juventus, as Konami returns to Inter
Japanese gaming brand Cygames has renewed its back-of-shirt sponsorship with Italian club Juventus from 2022-23 to 2023-24
Frecciarossa renews Coppa Italia title rights on higher terms
Frecciarossa, the main brand of Italian train operator Trenitalia, has renewed an agreement for naming rights to the Coppa Italia club football competition
Lavazza renews Wimbledon deal until 2025
Italian coffee company Lavazza has renewed its official supplier agreement for the Wimbledon tennis championships until 2025
KNVB targets bigger crowds for women’s game through Azerion title sponsorship
The Dutch Football Association (KNVB) has agreed a three-season deal which makes digital entertainment and media platform Azerion the new title sponsor of the Vrouwen Eredivisie, the top tier of the domestic…
Sevilla signs Degiro as new main sponsor
Spanish LaLiga football club Sevilla has signed European brokerage company Degiro as its new main global sponsor
Hugo Boss makes F1 return with Aston Martin partnership
Hugo Boss, the luxury clothing and apparel brand, has made a return to Formula 1 after a five-year absence by striking a partnership with the Aston Martin F1 team
Bayern Munich extends Konami deal
German Bundesliga champion Bayern Munich has extended its agreement with video game developer Konami
Accor downgrades to PSG training sleeve, Smart Good Things upgrades at Saint-Etienne
Hotel group Accor has extended its association with Paris Saint-Germain for a further four years to promote its lifestyle loyalty programme – ALL-Accor Live Limitless.