Europe
Cazoo ‘committed’ to sports sponsorship despite marketing budget cuts
Online automotive retailer Cazoo insists that sport sponsorship remains an important part of its marketing strategy despite a cost-saving drive now being rolled out
FC Porto adds front-of-shirt rights to Betano deal
Portuguese football club FC Porto has expanded its association with gambling platform Betano to include its front-of-shirt rights
Aroundtown retains Union Berlin ties with sleeve sponsorship
Commercial real estate company Aroundtown has maintained its association with Union Berlin by signing on as the German Bundesliga club’s new sleeve sponsor in cup competitions.
HSBC joins gallery of brands in Raducanu’s personal portfolio
Banking group HSBC has become the latest brand to sign up tennis star Emma Raducanu to an endorsement deal
England signs Betfred as shirt sponsor ahead of Rugby League World Cup
Gambling firm Betfred has agreed a deal to become the principal partner of England’s men’s, women’s and wheelchair rugby league teams ahead of the World Cup later this year.
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Aramis Rugby named latest supporter of RWC2023
The organising committee for the 2023 Rugby World Cup (RWC2023) in France has signed up equipment manufacturer Aramis Rugby as an official supporter of the event
Santander makes esports entrance with League of Legends sponsorship
Banco Santander has signed a contract to become a main sponsor of Riot Games’ League of Legends tournaments in Europe and Latin America.
Roger Dubuis signs official timing deal with Goodwood Festival of Speed
Swiss watchmaker Roger Dubuis has signed as the official timing partner of the annual Goodwood Festival of Speed, which will be held later this month
UN refugee agency replaces Unicef on back of Barça shirt
The logo of UNHCR, the United Nations refugee agency, will feature on FC Barcelona’s back-of-shirt branding position for the next four seasons.
Orange reconnects with French Football Federation until 2026
French telecommunications company Orange has its extended its major partner deal with the French Football Federation (FFF) for four more years, until 2026
Konami adds Serie A newcomers AC Monza to portfolio
Newly-promoted Italian Serie A football club AC Monza has signed a multi-year marketing agreement with Konami Digital Entertainment, maker of the eFootball video game series
Montpellier renews Le Coq Sportif kit deal
Montpellier Hérault Rugby has extended its kit supply agreement with French sportswear brand Le Coq Sportif.
Uefa issues creative agencies RFI ahead of club competitions brand refresh
Uefa has issued a request for information (RFI) as it begins the process of appointing creative agencies to develop brand identities for its club competitions during the 2024-27 rights cycle
OneFootball recruits Bayern Munich’s Roth to partnerships role
OneFootball, the football-focused streaming and media platform, has recruited Bayern Munich’s Michael Roth to a partnerships role.
Isuzu UK replaces Buildbase as FA Trophy and FA Vase title sponsor
Commercial vehicle company Isuzu UK has signed as the new title sponsor of England’s two leading non-league football competitions – the FA Trophy and FA Vase.
DFL’s Naubert named Bundesliga International’s CMO
Peer Naubert has been named chief marketing officer at Bundesliga International, the international commercial rights sales arm of the German Football League (DFL)
12Bet replaces Bitci as Wolves sleeve sponsor
English Premier League club Wolverhampton Wanderers has announced online betting company 12Bet as its sleeve sponsor for the 2022-23 season
Lille stadium to be known as Decathlon Arena in five-year naming rights deal
Lille’s Stade Pierre-Mauroy will be known as the Decathlon Arena after the stadium’s owners Métropole Européenne de Lille (MEL) agreed a five-year naming rights deal with the French sporting goods retai…