Europe
Ex-World Rugby CCO Hill named commercial director of Ineos cycling team
Tom Hill, a former commercial executive at World Rugby and Manchester United, has joined UCI WorldTour professional cycling team Ineos Grenadiers as its commercial director
Crystal Palace signs ‘record’ Net88 deal as Cinch retraction continues
Premier League side Crystal Palace has signed a ‘record’ two-year deal with Asian betting firm Net88, opting to continue to make hay from the sector before a league-wide ban on betting sponsorships comes into force at the end of the 2025-26 season.
Premier League closes Guinness sponsorship, Barclays poised to extend
The Premier League is busy finalising its commercial programme ahead of next season, unveiling a new beer sponsorship with Guinness amid reports Barclays has renewed its deal and Oracle is to end its association.
Experience Kissimmee agrees first UK on-kit deal with Brighton sleeve rights
Florida tourism authority Experience Kissimmee has signed its biggest-ever deal in the UK football market by acquiring the sleeve sponsorship rights at Brighton & Hove Albion
Rheinmetall aiming for wider acceptance with controversial Borussia Dortmund deal
The company, which is Europe’s largest ammunition manufacturer, has signed up as a ‘Champion Partner’ of the club.
Engelbert Strauss signals Americas push with Mexican FA deal
German workwear brand Engelbert Strauss has signalled its intention to move into the Americas by agreeing a multi-year sponsorship deal with the Federación Mexicana de Fútbol (FMF) on the eve of the C…
Leverkusen builds on recent success with Niedax sleeve deal
In its first sponsorship announcement since completing its historic 2023-24 season, Bayer Leverkusen has upgraded its deal with cable management systems manufacturer Niedax Group.
Lacoste pays up for premium Roland Garros extension
French sports brand Lacoste has extended its ‘Premium Partner’ agreement with Roland Garros until 2030 in what is understood to be the most expensive outfitter deal among the four tennis grand slams.
Betano picks Villa to ‘punch above its weight’ in UK market entry
Betano is using its front-of-shirt deal with Aston Villa to support its launch in the UK. Matthew Glendinning speaks to Julio Iglesias Hernando, chief commercial officer for the betting firm, and Villa's president of business operations, Chris Heck.
AS Monaco extends with Triangle Intérim, lands ComAve e-commerce deal
AS Monaco has extended its sponsorship deal with Triangle Intérim Solutions RH and become the first Ligue 1 club to announce a deal with e-commerce platform ComAve.
MLB calls on Zoom Workplace as London Series title sponsor
Zoom Workplace has been announced as Major League Baseball's presenting partner for the 2024 London Series, a two-game series between the New York Mets and Philadelphia Phillies at London Stadium June…
Wolves end Castore deal, expected to switch to new Sudu brand
Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.
Red Bull invests in Leeds stake, shirt sponsorship
Red Bull has extended its multi-club ownership portfolio into English football by acquiring a minority stake in Leeds United.
Range Rover to the fore in Wimbledon sponsorship
Jaguar Land Rover (JLR), the UK car manufacturer, has tweaked its major sponsorship deal with the Wimbledon Championships to make its Range Rover brand the face of the partnership
Uefa opens up VAR screen sponsorship to Hisense
Uefa has named Hisense as the official screen sponsor for video-assisted referees (VAR) at this summer’s European Championship, marking the first time it has commercialised this inventory.
‘The BKT Heartbeat Challenge’ – BKT and Euroleague Basketball
BKT Tires created the 'BKT Heartbeat Challenge' campaign to drive fan engagement around a ranking of EuroLeague's most vocal supporters.
Oppo on notice as Uefa invites smartphone maker bids
Oppo's global sponsorship deal with the Uefa Champions League may be under threat as European football's governing body has invited bids from mobile handset makers for its next club competition commercial cycle.
Fortinet signs Espai Barça cybersecurity deal
A three-season deal between FC Barcelona and US company Fortinet is the latest technology-led cybersecurity agreement with a Spanish football club in a sector also particularly active in golf