Europe

Le Coq Sportif has taken a €2.9m ($3.1m) loan from the Paris 2024 organising committee to help ensure provision of kit at the Games and as a result of what owner Airesis describes as “operational cash flow challenges” for the sportswear brand.

Germany and France, two of the pre-tournament favourites for Uefa Euro 2024, are generating the most commercial income from major sponsors at this summer’s tournament, with nothing separating the two national associations in aggregate income from training-kit-related sponsors.

English Championship club Burnley has signed up betting operator 96.com as its front-of-shirt partner for both the men’s and women’s teams as part of a two-year deal, from 2024-25 to 2025-26.

Tyre manufacturer BKT continues to place its faith in sponsorship as a key part of its marketing mix after it signed an extension to its title sponsorship of Italy's second-tier Serie B

The Professional Fighters League (PFL) has hired Damian Willoughby, the former City Football Group and EA Sports executive who briefly worked at Chelsea, as its head of global partnerships

After record growth in France over the term of its previous deal, MG Motor has extended its sponsorship of Olympique Lyonnais for another three years.

Haas Formula 1 has disputed claims made by former title sponsor Uralkali regarding the arbitration ruling on the termination of its contract following the Russian invasion of Ukraine

Former Haas Formula 1 title sponsor Uralkali, the Russian fertiliser producer, has been awarded compensation by a Swiss arbitration tribunal following the termination of its contract at the outbreak of…

Dutch giants AFC Ajax and telco VodafoneZiggo have renewed their shirt sponsorship deal until at least the end of the 2026-27 season, providing the Eredivisie club with much-needed stability as it lurches…

The German Ice Hockey Federation (DEB) will be able to source potential sponsors in-house as part of a revised and extended exclusive marketing agreement with the Infront agency

Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.

Qatar's flag carrier maintains status as the official airline partner of Uefa's men's national team competitions.

Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge

Chinese brands currently account for around 25 to 27 per cent of the sponsorship revenue so far committed to Uefa’s men’s national team football sponsorship programme over the eight years from 2022 to 2030.

Tottenham Hotspur is in the market for a new sleeve sponsor after online car retailer Cinch opted not to extend its deal with the club, continuing a retrenchment that has also seen the brand decide on an early exit from its five-year title deal with the Scottish Professional Football League (SPFL).