Europe
Premier Padel appoints Octagon to market Madrid event
Premier Padel, the new global padel tour run by the International Padel Federation (FIP) and backed by players body the Professional Padel Association (PPA) and Qatar Sports Investments (QSI), has appointed…
Portuguese federation renews with BPI, adds Yili
The Portuguese Football Federation (FPF) has signed a renewal to its sponsorship with bank BPI which will see the company continue as the official bank of Portugal's men’s and women’s national teams unt…
Government to let Premier League clubs self-regulate on betting sponsorships
The UK government is set to ask Premier League clubs to voluntarily give up their main shirt sponsorship activities with gambling companies rather than impose an outright ban
World Mobile switches from main shirt sponsor to sleeve status at Fulham
English Premier League football club Fulham has amended its sponsorship deal with principal partner, mobile network World Mobile, for its return to the top tier of the domestic game
AC Milan’s Stylsvig hails Puma renewal as ‘biggest commercial deal’ in club’s history
AC Milan has signed an extension to its kit supply agreement with Puma
Babolat moves from licensee to official partner of Wimbledon
French sports equipment manufacturer Babolat has stepped up its association with the Wimbledon Championships by agreeing a deal to become an official partner of the grand slam tennis event
Qatar Airways upgrades to ‘€60m-to-€70m’ per season PSG main shirt deal
State-owned carrier Qatar Airways has become the new official shirt sponsor of Paris Saint-Germain in what is believed to be a three-year deal from 2022-23 to 2024-25
Bank CIC replaces BKB at FC Basel
Basel-based financial institution Bank CIC has signed as the shirt sleeve sponsor of Swiss football club FC Basel in a three-year deal from 2022-23 to 2024-25
KPMG acquires title rights to Women’s Irish Open
Professional services network KPMG has become the title sponsor of golf’s Women’s Irish Open.
Newcastle United enters new era with PIF-linked shirt sleeve sponsor Noon.com
Saudi-owned Premier League club Newcastle United has secured a sleeve sponsorship deal with Noon.com, the Middle Eastern online shopping destination.
Noon
About Vintage signs first AC Milan deal under club’s new ownership
Danish watch brand About Vintage has been named as the ‘Official Watch Partner’ of Italian Serie A champions AC Milan.
ASO brings in Waze to enhance Tour de France fan experience
Mobility technology company Waze has agreed a three-year deal to sponsor cycling’s Tour de France and Tour de France Femmes.
Bournemouth cashes in on Premier League spot with Dafabet deal
Newly-promoted Premier League club AFC Bournemouth has named betting operator Dafabet as its new principal partner and front-of-shirt sponsor
Fifty-Three Six agency recruits DAZN’s Glynn to media and strategy role
Fifty-Three Six, the Dublin and London-based sports marketing agency, has appointed Paul Glynn as head of media and strategy
Trive signs Bayer Leverkusen shirt sleeve deal
Multi-asset investment platform Trive has signed as the shirt sleeve sponsor of German Bundesliga club Bayer 04 Leverkusen in a two-year deal
LaLiga secures global deal with Mahou San Miguel
Spain’s LaLiga has signed up beer producer Mahou San Miguel as a global sponsor.
MSP Capital downgrades Bournemouth deal, Everton signs timing sponsor
Newly-promoted Premier League club AFC Bournemouth has extended its association with last season’s main shirt sponsor MSP Capital in a lower-level training kit deal.
Robinsons and AELTC end 86-year Wimbledon association by mutual consent
Robinsons has ended its sponsorship deal with the Wimbledon Championships, one of the longest-running brand associations in sport