Global

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.

Panasonic has put an end to its 37-year association with the International Olympic Committee, becoming the latest Japanese brand to exit the body’s Olympic Partner Programme.

Honda Racing has identified a prospective lead sponsor for its factory Honda MotoGP team after the announced exit of long-term title sponsor Repsol, SportBusiness understands.

Technology company Lenovo has expanded its agreement with Formula 1 in the latest sports sponsorship move which includes promotion of its Motorola smartphone brand.

Banco Santander has completed a pivot in its motorsport sponsorship strategy by securing a central sponsorship agreement with Formula 1 after opting against a renewal of its Ferrari team deal.

The media rights subsidiary of Los Angeles-based esports organisation FaZe Clan has acquired an equity stake in the energy drink G Fuel as part of a long-term sponsorship agreement between G Fuel and FaZe Clan.

Formula 1’s Scuderia Ferrari is in advanced talks with French drinks company Pernod Ricard regarding a new sponsorship agreement, SportBusiness understands from multiple sources close to the negotiations.

Italian banking firm UniCredit has been announced as a new partner of Formula 1 team Scuderia Ferrari in a multi-year deal after Spanish bank Banco Santander chose not to renew its sponsorship at the end of the 2024 season.

Digital consultant and software development firm Globant has stepped up its presence in Formula 1 by agreeing a sponsorship deal with Williams Racing.

Swedish gambling platform Betsson has expanded on its already significant presence in padel via a global deal with Premier Padel

The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team. 

American Express is in advanced discussions to become a second-tier Official Partner of Formula 1 as it closes in on a deal that would upgrade its existing regional sponsorship, SportBusiness understands. 

Melissa Soobratty, senior media director of World Table Tennis, will serve as Professional Squash Association's head of media and marketing.

World Rugby has expanded its relationship with Two Circles to make it the governing body's principal sponsorship and digital sales agency, almost two years since deciding to centralise the bulk of its commercial and media operations.

The Billie King Cup (BJKC) women’s team tennis event has announced a three-year global deal with US cosmetics brand Elf Beauty, in a sign of the increasing appeal of women’s sport to the beauty sector.

The relationship between former world no 1 tennis player and social activist Billie Jean King and US cosmetics brand Elf Beauty proved instrumental in the brand’s decision to sponsor the Billie Jean King Cup women’s international team tennis tournament.