David Haggerty has been re-elected president of the International Tennis Federation for a third term, having comfortably seen off the challenge of Dietloff von Arnim

Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.

Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari

Premier League side Liverpool has added its third new sponsor in recent months with the signing of global delivery service UPS

The absence of blue-chip brands at last weekend’s Davis Cup matches across Europe is the surest sign yet that the format is dead and a leadership change is required at the International Tennis Federation (…

SportBusiness Sponsorship examines how Unilever supported its alignment with this year’s Fifa Women’s World Cup with several grassroots initiatives.

Italian banking firm UniCredit has been announced as a Global Partner of sailing’s 37th America’s Cup, marking its first major deal since it decided not to renew as an official Uefa Champions League spo…

Media and sponsorship rights to the Asian Football Confederation’s flagship competitions will be sold by Asia Football Group (AFG), a new single-client entity set up following the termination of the A…

SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?

Sports and entertainment company Legends Hospitality is ‘in talks’ to finance the potential acquisition of US venue and events management company ASM Global in a deal that could create a massive global pla…

Premier League club Manchester United is in talks to expand its association with technology company Qualcomm to include front-of-shirt sponsorship rights

Fashion brand Hugo Boss has revealed it is to focus solely on Formula 1, ending its long-term association with the Formula E electric racing car series

Citi aims to make gains from Ryder Cups in Italy and the US with the 2025 event in New York targeted for its fullest activation.’s sponsorship of last year’s Fifa men’s World Cup generated a spike in visits to its website and communicated ‘staying power and solidity’, according to CMO Steven Kalifowitz.

German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.

Ben Bradley, a former global partnerships director at Manchester United, has taken on a new role as international director in the global partnerships team at live entertainment and sports group AEG Europe

Mastercard has been announced as a sponsor of the upcoming ICC Cricket World Cup, which will be held in India between October 5 and November 19 this year