Global

The International Hockey Federation (FIH) has signed up BetCity.NL as its first ever sponsor in the gambling category

Premier Padel, the new global tour launched by the International Padel Federation (FIP), Professional Padel Association and the state-backed Qatar Sports Investments organisation, has announced an uplift…

PepsiCo’s positioning of its Gatorade sports drink brand at tomorrow’s Uefa Women’s Champions League final is aimed at brand building rather than sales, according to the sponsorship lead at the food and b…

The International Paralympic Committee (IPC) has signed up global investment bank and financial services company Citi in a sponsorship deal focused on its ‘Para Sport’ initiative.

Event marks unique collaboration between Turner Sports, international partners

South Korea-based esports team T1 Entertainment & Sports has appointed CAA Sports, the Los Angeles-based international marketing agency, as its exclusive sponsorship and endorsement representative

Running from December 2020 to May 2021, Sevilla FC sleeve sponsor Valvoline activated its partnership during the pandemic through a bespoke digital football content platform launched through a six-part, player-fronted ‘Loyalty FC’ video series which aimed to highlight brand/club synergies and drive home value-based messages.

Sports marketing executive Ben Slack has joined World Rugby as the general manager of commercial after almost 10 years with Tennis Australia

McLaren Racing has continued to diversify its motorsports portfolio by agreeing to enter electric racing series Formula E for the first time

Entertainment platform TikTok has been named as an official partner of the Women’s Euro 2022, joining 12 other sponsors with global rights to the tournament.

Global hospitality company Hilton has extended its association with golf’s European Tour group by renewing as an official partner of the DP World Tour and signing on to sponsor the 2023 Ryder Cup.

McLaren Racing has signed up multi-cloud services provider VMware as its latest sponsor

The Sportfive agency has strengthened its relationship with Fnatic by becoming the official sales agency for the London-based esports organisation on future global partnerships

The International Paralympic Committee is targeting sponsors after launching a new grassroots-to-high-performance programme called Para Sport

LaLiga has renewed its sponsorship agreement with Indian tyre manufacturer BKT. The deal will now run for a further three years, until the end of the 2024-25 season

Controversial plans to centralise international broadcast rights to World Cup events under a so-called ‘Concorde Agreement’ have placed the International Ski Federation (FIS) in legal conflict with the…

The International Paralympic Committee has hired Jonathan Neill, the former commercial director for the 2021 Rugby League World Cup, as a consultant to shape a new commercial strategy for the organisation