Global

Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken

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 has announced its latest content agreement with the Ultimate Fighting Championship

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, the commercial arm of the International Table Tennis Federation (ITTF), has renewed its deal with sports equipment supplier Shanghai Double Happiness (DHS)

Formula 1 team Scuderia Ferrari has renewed a sponsorship agreement with yacht manufacturer Riva, extending their partnership for another season

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…

Premier League club Liverpool has renewed its sleeve sponsorship deal with Expedia Group, SportBusiness understands

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.

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…

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.

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

Super League Triathlon (SLT) has agreed a new sponsorship deal with Japanese sportswear manufacturer Asics

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…

Data platform technology company Pumpjack Dataworks has been brought in by World Netball to help deliver the governing body’s growth strategy.

The Aston Martin Formula One team has signed up digital members’ club and luxury concierge platform Velocity Black to its 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 Indianapolis Motor Speedway (IMS) have renewed their agreement with Legends as their official retail partner on a multi-year deal