Global
F1 sponsorship market heats up as 2024 season looms
All 10 Formula 1 teams are in a pre-season race to secure sponsorship agreements ahead of the new campaign, prompting a deluge of deals to roll in over the course of the week
‘Right now, F1’s got the best coverage’ | Greg Hall, MoneyGram
MoneyGram says its title sponsorship agreement with the Haas Formula 1 team allows it to tell a story about its digital payment capabilities and reach consumers in markets where it derives 70 per cent of its revenues.
AB InBev passed on LA28 before agreeing IOC deal
AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.
Woods and TaylorMade reveal ‘Sun Day Red’ lifestyle brand
Tiger Woods and his clothing and shoe line partner TaylorMade have revealed the new name and logo combination for their nascent "active premium lifestyle" brand
Ex-Wimbledon, IMG exec Henderson to drive Global Champions revenues
Experienced commercial sports and entertainment executive Gus Henderson has been appointed chief revenue officer at Global Champions, the rights-holder to equestrian sport’s Longines Global Champions T…
Alpine Motorsports signs H. Moser & Cie. in wide-ranging global deal
Renault-owned Alpine Motorsports has signed up watchmaker H. Moser & Cie. in its first all-encompassing global sponsorship agreement
Voumard explores new sectors to maintain TOP momentum
IOC commercial chief Anne-Sophie Voumard believes the inclusion of AB InBev's non-alcoholic beer brand Corona Cero into its sponsorship portfolio highlights its ability to respond to evolving industries.
ITF re-enters betting sector with Stake after integrity issues absence
The International Tennis Federation (ITF) has announced its first betting sponsor in seven years through a new agreement with Stake.
TCL Fiba renewal shows Chinese sponsors in for the long term
TCL’s decision to renew its Global Partner deal with the International Basketball Federation (Fiba) is evidence of basketball’s enduring appeal to Chinese brands.
Adidas enters ‘strategic partnership’ with Saudi-owned Sela
Adidas has entered into a global partnership with Saudi-owned event, retail and rights company Sela focusing on “strategic collaborations and joint developments”.
Andretti F1 application rejected amid teams’ concern over dilution of revenues
Andretti Cadillac's application to join Formula 1 in 2025 or 2026 was rejected by the organisation's management following concerns from the 10 existing F1 teams over the dilution of commercial revenues
Ferrari extends with Bang & Olufsen, CEVA, announces Peroni arrival
Formula 1 team Ferrari has extended its agreements with audio brand Bang & Olufsen and CEVA Logistics and also signed up Peroni as a sponsor
‘As F1 expanded in the US, our interest in sponsoring a team peaked’ | Jeff Mahony, NEFT Vodka
SportBusiness Sponsorship talks to Jeff Mahony, chief executive of NEFT Vodka, about the brand's recent sponsorship agreement with the newly-named Visa Cash App RB F1 team.
Red Bull switches to GasGas Tech 3 team, quits Repsol Honda
Energy drink Red Bull has switched its sponsorship focus from the Repsol Honda MotoGP team to become title sponsor of the GasGas Tech 3 team for the 2024 MotoGP World Championship season
‘Having the ball means you’re visible in every match’ | Johan Adamsson, Puma
Puma’s recent acquisition of several ball supplier agreements in football are part of the brand’s attempt to increase its market share in the sport through a coordinated strategy, according to global marketing chief Johan Adamsson.
Two Circles to pick up acquisitions pace under Charterhouse ownership
The impending takeover of Two Circles by UK-based private equity firm Charterhouse Capital Partners is expected to spark a string of acquisitions by the data-driven sports marketing agency in the coming…
Fifa announces Visa extension in deal covering 2026 World Cup
Fifa has officially announced an extension of its top-tier sponsorship agreement with Visa, expanding its existing deal with the payment services brand that covers its women’s football competitions.
Visa and Cash App replace AlphaTauri as Red Bull-owned F1 team title sponsor
The title rights to the Red Bull-owned Formula 1 team formerly known as AlphaTauri have been acquired by digital and mobile payment network Visa and fellow financial services company Cash App