Global
EXCLUSIVE: Formula 1 poised to announce Heineken sponsorship renewal
Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
Aston Martin adds Saudia sponsorship ahead of Saudi Arabia GP
The Aston Martin Formula 1 team has signed up Saudi Arabian airline Saudia to its sponsorship portfolio as the team’s 'Official Global Airline Partner'.
TikTok continues UFC association with expanded content deal
TikTok has announced its latest content agreement with the Ultimate Fighting Championship
EasyPost seeks first-mover status with ‘disruptive’ LIV Golf deal
Shipping logistics, e-commerce and software company EasyPost moved quickly to became LIV Golf’s first ever Global Partner in order to maximise the impact of its sponsorship with the breakaway golf organisation. Matthew Glendinning reports.
World Table Tennis renews with equipment supplier DHS
World Table Tennis, the commercial arm of the International Table Tennis Federation (ITTF), has renewed its deal with sports equipment supplier Shanghai Double Happiness (DHS)
Ferrari renews with Riva as raft of F1 sponsorship deals announced
Formula 1 team Scuderia Ferrari has renewed a sponsorship agreement with yacht manufacturer Riva, extending their partnership for another season
EXCLUSIVE: F1 renegotiates ISG betting deal and agrees Supponor virtual advertising tie-up
Formula One has renegotiated its global agreement with the Interregional Sports Group (ISG) covering the marketing of its betting sponsorship rights using virtual advertising technology so that the deal…
Liverpool secures extension with sleeve sponsor Expedia
Premier League club Liverpool has renewed its sleeve sponsorship deal with Expedia Group, SportBusiness understands
Liverpool’s Expedia sleeve renewal delivers large uplift but still falls short of club asking price
Liverpool Football Club’s sleeve sponsorship renewal with Expedia is worth significantly more than the travel provider’s previous agreement but still fell short of the club’s expectations. Matthew Williams reports.
Klein: IMG looking to add extra facets to Arab Gulf Cup remit
The IMG agency is looking to widen its work with the Arab Gulf Cup Football Federation (AGCFF) beyond the existing remit currently focused on broadcast and sponsorship rights sales, according to Robert…
Adidas warns of €700m operating loss for 2023
German sportswear company Adidas has warned that its operating loss for 2023 could total €700m ($738m) after it recently severed ties with rapper and fashion designer Kanye West.
World Squash Federation moves into VR space with Racket:Next
The World Squash Federation (WSF) has closed a deal with the Virtual Sports Association and game design studio One Hamsa centred on the endorsement of virtual reality game Racket:Next
Asics strengthens triathlon ties with SLT deal
Super League Triathlon (SLT) has agreed a new sponsorship deal with Japanese sportswear manufacturer Asics
Fifa ‘considers about-turn’ over Visit Saudi Women’s World Cup sponsorship
Fifa is said to be looking at dropping Visit Saudi as a sponsor for the upcoming Women's World Cup in Australia and New Zealand after world football's governing body received a backlash over the proposed…
World Netball brings in Pumpjack to aid growth plans
Data platform technology company Pumpjack Dataworks has been brought in by World Netball to help deliver the governing body’s growth strategy.
Aston Martin adds Velocity Black as latest sponsor
The Aston Martin Formula One team has signed up digital members’ club and luxury concierge platform Velocity Black to its sponsorship portfolio.
Liqui Moly retains F1 in sponsorship portfolio
German oil and additive manufacturer Liqui Moly has agreed a one-season extension to its sponsorship deal with the Formula 1 motor racing championship
IndyCar and IMS renew Legends as official retail partner
IndyCar and Indianapolis Motor Speedway (IMS) have renewed their agreement with Legends as their official retail partner on a multi-year deal