Global

Football

Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.
Motorsport

MasterCard is preparing for a sponsorship showdown at the Miami F1 Grand Prix, with four top teams in the hunt for a huge cash injection from the payment services giant.  
Golf

Skyscanner, the online travel company, has selected women's team golf's Solheim Cup as the entry point for its first multi-year, global sponsorship deal in sport.
Motorsport

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Esports

Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director
Motorsport

Red Bull Racing’s recent expansion of its agreement with premium sportswear brand Castore represents a ‘seismic moment’ for the team, according to commercial director Nick Stocker.
Motorsport

New sponsorship deals have been the main driver of revenue growth for the Mercedes Formula 1 team after it announced record turnover of £546.5m (€640m/$681m) for 2023.
Esports

Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.
Multiple Sports

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…
Motorsport

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.
Tennis

The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.
Motorsport

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.
Esports

A shift in the esports revenue distribution model away from prioritising sponsorship to focus more on in-game digital purchases is set to become the new norm, industry experts have predicted.
Motorcycling

Dorna Sports’ expected sale to Liberty Media for over €4bn ($4.3bn) offers the potential to generate a host of commercial efficiencies across both Formula 1 and MotoGP in a watershed moment for motorcycling.
Breaking

Long-standing Olympic sponsor Samsung has become a commercial backer of breaking, skateboarding and surfing properties ahead of Paris 2024 but sponsorship support for the sports’ governing bodies remains m…
Biathlon

Stefan Krauss, the long-standing managing director of Infront Austria and the agency’s vice-president of winter sports, is to leave the company by the end of next month.
Football

World governing body FIFA enjoyed income of $1.17bn (€1.07bn) in 2023, boosted by strong commercial revenues from the Women’s World Cup in Australia and New Zealand.
Wrestling

United World Wrestling has issued a global request for proposal from 2025 onwards covering broadcast, betting and sponsorship rights to its major competitions.