Global
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
FIM JuniorGP rebrand continues with Finetwork title sponsorship
Dorna Sports has signed Spanish telco Finetwork as the new title sponsor of the FIM JunioGP World Championship
Webike extends with Discovery Sports Events for EWC series
Japanese online motorcycle parts outlet Webike has extended as an Official Series Partner of the FIM Endurance World Championship (EWC)
QatarEnergy fills final Fifa Partner position
QatarEnergy has filled the final global sponsorship position on offer from world football’s governing body by becoming a top-tier Fifa Partner ahead of the World Cup 2022 in Qatar.
Nissan to pivot from global deals to more ‘strategic partnerships’ says sponsorship head
Nissan is likely to pivot away from striking global sponsorship deals to focus instead on more ‘strategic partnerships’ according to Owen Hughes, head of global sponsorship for the car manufacturer.
OFX extends backing of Super League Triathlon
International money transfer company OFX has renewed its sponsorship of Super League Triathlon.
OFX becomes the official currency and foreign exchange partner of SLT as part of the deal
Barcelona to swap Unicef for UNHCR at end of season
The FC Barcelona Foundation has signed an agreement with the United Nations High Commissioner for Refugees (UNHCR), which will become the club's primary charitable partner from the end of this season
ONE Championship extends Tumi sponsorship
Asian mixed martial arts promotion ONE Championship has extended its partnership with luggage brand Tumi, agreeing a new, multi-year deal.
Tumi will be ONE's 'official premium luggage partner'
McLaren extends and expands Cisco deal in latest sponsorship move
McLaren Racing has signed an extension and expansion of its sponsorship deal with technology company Cisco, making the brand an Official Technology Partner of the McLaren Formula 1 team
Tissot adds more time to long-held IIHF World Championship sponsorship
Swiss watchmaker Tissot has renewed its sponsorship of ice hockey’s IIHF World Championship in a new agreement negotiated by the Infront agency.
UFC extends long-term association with Opro
The Ultimate Fighting Championship (UFC) has signed an extension to its global licensing agreement with mouthguard brand Opro
India’s Byju’s signed up as latest 2022 World Cup sponsor
India-based education technology provider Byju’s has signed as an Official Sponsor of the 2022 World Cup in Qatar.
Crypto.com adds 2022 World Cup to sponsorship portfolio
Fifa has named Crypto.com as an official sponsor of the 2022 World Cup in Qatar in the most high-profile sponsorship agreed to date by the heavyweight cryptocurrency trading platform