Global
F1: Mercedes signs up Akkodis and Eight Sleep, Alfa Romeo secures Puma deal
The Mercedes Formula One team has signed up IT and engineering specialists Akkodis as a sponsor
Real Madrid signs tech-focused deal with Cisco
Real Madrid has signed global technology company Cisco as its latest commercial sponsor in a deal which will see the US-based firm becomes the Spanish giant's Official Technology Partner across a multi-year…
McLaren Racing secures wide-ranging Google sponsorship
McLaren Racing has signed technology giant Google to its sponsorship portfolio in a multi-year deal which makes the company an Official Partner of the McLaren Formula 1 team and the McLaren MX Extreme …
F1 ‘close to announcement’ of lucrative Salesforce sponsorship
Formula 1 is set to sign enterprise software company Salesforce as a sponsor, according to reports
Excel Sports Management to support PTO Tour sponsorship sales
The Professional Triathletes Organisation has appointed US-based sports marketing agency Excel Sports Management to support global sponsorship sales for its newly-established PTO Tour
Alfa Romeo continues cryptocurrency drive with Vauld sponsorship
The Alfa Romeo Formula 1 team has signed up cryptocurrency lending platform Vauld as a sponsor
Adidas reports 15-per-cent revenue growth; committed marketing spend slows
Sportswear giant Adidas generated revenues of €21.2bn ($23.4bn) last year, its latest financial report shows.
Ironman World Championships title rights switch to Intermountain Healthcare
Ironman Group has signed an agreement to make Intermountain Healthcare the title sponsor of its delayed 2021 World Championship event
Formula 1 signs Lenovo sponsorship as brand’s motorsport presence grows
Formula 1 has signed up technology company Lenovo to its portfolio of central sponsors.
The multi-year deal makes Lenovo an Official Partner of Formula 1 ahead of its 2022 season
UTMB World Series unveils three-year Dacia sponsorship
Global trail running circuit the UTMB World Series has announced a three-year sponsorship agreement with Romanian car manufacturer Dacia ahead of the inaugural UTMB World Series season
Sportfive lands IHF media and sponsorship rights to 2031 after submitting revised offer
The Sportfive agency will continue to sell global media rights to the International Handball Federation’s leading events until 2031 after directly negotiating a new agreement with the world body that a…
FanCraze launches women’s Crictos; strikes ‘multi-year’ deal with Cricket West Indies
FanCraze, the non-fungible token (NFT) licensee of the International Cricket Council, is to release a series of digital collectibles featuring memorable moments from the Women’s World Cup and T20 World C…
Michelin extends with MotoE to 2024
French tyre brand Michelin has extended its supplier relationship with MotoE, the race series for electric motorcycles, until at least 2024
Badminton World Federation seals three-year M88 Mansion sponsorship deal
The Badminton World Federation has announced a three-year sponsorship agreement with Southeast Asian gambling brand M88 Mansion until the end of the 2024 season
UFC introduces LED displays around Octagon
The Ultimate Fighting Championship has introduced a new LED system around the outer circumference of its Octagon fighting cage that will display sponsor brands and messages to in-arena fans and television…
WTA ends long-running title sponsor search with Hologic deal
The Women's Tennis Association has ended its long-running search for a global title sponsor, agreeing a multi-year deal with women's health-focused medical technology company Hologic
Infosys continues tennis investment with French Open renewal
The French Tennis Federation (FFT) has agreed a renewal to technology company Infosys’s sponsorship of the French Open tournament.
Alfa Romeo F1 team adds Hyland to sponsorship portfolio
The Sauber Group-owned Alfa Romeo Formula 1 team has signed up global content services provider Hyland as a sponsor