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Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.

Inside this issue: FOOTBALL – Brazilian club football sponsorship in freefall after Caixa exit FOOTBALL – Ma’s influence key to Alipay’s Uefa national team strategy FOOTBAL

US tech giants GoDaddy and Uber have made significant investments in the Official Partner tier for the ICC Cricket World Cup.

Chinese smartphone brand Oppo has combined the launch of its flagship Reno handset with its ICC Cricket World Cup campaign: #BeAShotmaker.

Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…

UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.

The Overwatch League has announced a multi-year partnership with Kellogg's, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company's Cheez-It and Pringles products

Swiss watchmaker TAG Heuer has consolidated its position in electric motorsports as the title sponsor of the new Porsche Formula E team

Features

Top team deals Phillip Morris International’s (PMI) sponsorship of Scuderia Ferrari is the biggest Formula One team deal of 2019.

Top team deals Phillip Morris International’s (PMI) sponsorship of Scuderia Ferrari is the biggest Formula One team deal of 2019.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

Formula One team McLaren Racing has raised more than £10m (€11.6m/$12.9m) through new deals with British American Tobacco and US soft drink giant Coca-Cola, according to industry sources.

Kenyan bookmaker SportPesa is paying $8m (€7.1m) in year one of its two-year title sponsorship deal with Formula One team Racing Point, and $12m in year two, SportBusiness Sponsorship has learned.

Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best International Award for Sponsorship

American soft drink giant Coca-Cola will pay just under $3m (€2.65m) per season to partner with global esports property the Overwatch League (OWL), according to industry sources.

The International Table Tennis Federation will launch a tender process late this month to find a long-term partner for its commercial rights sales from 2021. Story by Frank Dunne.

The Ultimate Fighting Championship has inked one renewal and four new partnerships since December last year, raising at least $6m (€5.3m) in sponsorship revenue.

Fnatic's new front-of-shirt deal with Chinese smartphone maker OnePlus is believed to be the biggest shirt deal in esports history, SportBusiness Sponsorship has learned.

Scotch whisky brand Chivas Regal is paying £3.5m ($4.5m/€3.9m) per season as the Official Spirits Partner of Premier League club Manchester United.

Scott Branch, CSM’s head of marketing communications, Motorsport, reviews the 2018 Formula One season and highlights what we can expect in 2019

With technology, rule changes and fan expectations constantly changing the way sports are played and viewed, Misha Sher, vice-president, Sport & Entertainment at Mediacom Worldwide, identifies five trends that will matter in 2019.

US tech brand Intel has expanded its relationship as Global Technical Partner of ESL, the world’s largest esports event organiser

Industry experts estimate Japanese tyre brand Bridgestone will pay about $10m (€8.8

German luxury car brand BMW will commit over $60m (€53m) to its Ryder Cup and European Tour golf sponsorships over the four-year period from 2019 to 2022, after signing four renewals in November.

SportBusiness Sponsorship understands there was a small increase in the value of Pirelli’s renewed deal as Formula One’s sole tyre supplier, signed last month.

The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.