Global
Ironman Group expands Roka sponsorship
Ironman Group has extended and expanded its sponsorship contract with multisport performance brand Roka
UCI continues long-standing Tissot deal
The International Cycling Union (UCI) has signed an extension with its long-term sponsor, Swiss watchmaker Tissot
Haas F1 rejects Uralkali demand for return of €12m title payment
Haas Formula 1 has told former title sponsor Uralkali that it will not refund the €12m ($13m) paid by the Russian fertiliser company before Haas terminated the contract in response to Russia’s invasion of …
LIV Golf partners with QuintEvents for ticketing, hospitality efforts
The Saudi-backed LIV Golf Investments has announced a partnership with hospitality provider QuintEvents for all ticketing and hospitality efforts starting for its scheduled inaugural eight-event LIV Golf …
Gai named Fifa’s chief business officer as Madati exits in latest commercial reshuffle
Romy Gai, a former commercial executive at Juventus, has been appointed as Fifa’s chief business officer with Kay Madati, the incumbent chief commercial officer, to leave in the latest personnel rejig a…
Volvo Construction Equipment signed as World RX supplier
The sponsorship portfolio of the World Rallycross Championship (World RX) has been bolstered by the addition of Volvo Construction Equipment
Oppo serves up Roland Garros sponsorship extension
Chinese smartphone brand Oppo will remain a Premium Partner of the Roland Garros grand slam tennis tournament until at least 2023 after agreeing a two-year extension
Xero joins Visa in Fifa’s Women’s Football Partner category
Small business management platform Xero has been named as a ‘Fifa Women’s Football Partner’ under the governing body’s new commercial partnership structure that will come into effect in 2023.
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MSC Cruises and Salesforce headline quartet of F1 additions
Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.
Ironman Group signs Wahoo in first sponsorship covering all its events
Mass participation sports operator Ironman Group has signed fitness technology company Wahoo as a sponsor
Lumme: 10-year TOP deal with Deloitte will help IOC’s D2C transition
The IOC’s 10-year sponsorship deal with Deloitte will help the organisation’s transition to becoming more of a direct-to-consumer business and aid its digital transformation, according to commercial chi…
MotoGP opens new sponsorship category with Craft 1861
Dorna Sports, the commercial rights-holder of MotoGP, has signed American CBD company Craft 1861 as a sponsor of the motorcycling series
F1 confirms Salesforce sponsorship as it looks to develop use of fan data
Formula One has confirmed a new global sponsorship agreement with customer relationship management company Salesforce
MLB develops new marketing campaign for start of 2022 season
League looks to refocus fan attention on the field after bruising offseason
ESL Gaming renewal positions esports among Monster Energy’s top-dollar sponsorships
Monster Energy’s deal with esports events organiser ESL Gaming last month immediately becomes one of the biggest in the energy drink brand’s sponsorship portfolio.
Red Bull Racing converts BMC Switzerland to sponsorship role
Red Bull Racing has signed up premium bicycle brand BMC Switzerland to its sponsorship portfolio.
The company becomes an Official Partner of the Red Bull Racing Formula 1 team across a multi-year contract
Octagon agency facilitates WTA-Modern Health sponsorship
Workplace mental health platform Modern Health has joined the Women’s Tennis Association’s sponsorship portfolio as the organisation’s official mental health partner.
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Messi signs as first Socios.com global ambassador
Fan token platform Socios.com has signed up football superstar Lionel Messi as a brand ambassador.
The Argentinian becomes the first ever global brand ambassador of Socios