Global

Football

Fifa has officially announced that Qatar Airways has renewed as a top-tier 'Fifa Partner' until 2030
Motorsport

Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.
Cricket

The International Cricket Council has initiated plans for what it hopes will lead to an increase in the value of its commercial packages after 2027, by launching a Request for Proposals (RFP) for brand…
Motorsport

Formula 1 team Red Bull Racing is in advanced negotiations with international financial services company JP Morgan Chase about a sponsorship agreement, SportBusiness can reveal
Motorsport

Formula 1 will generate $445m (€410.1m/£358.1m) in central sponsorship income this year, an increase of 18.9 per cent on the $374m it generated in 2022.
Motorsport

Formula 1 will generate $445m in central sponsorship income this year, according to SportBusiness Sponsorship's 2023 Motorsport Data Snapshot. The data report also looks at the commercial landscape in MotoGP and Formula E.
Motorsport

US private equity firm Arctos Partners has invested in the Aston Martin F1 team with Canadian billionaire Lawrence Stroll selling a minority stake
Motorsport

General Motors (GM) has formally registered to join Formula 1 as a power unit manufacturer from 2028 in a move which boosts the prospects of a team owned by Andretti Global, the parent company of Andretti…
Football

Liverpool FC commercial director Ben Latty describes how the club will work with new sponsor, global shipping and logistics specialist UPS, to enhance its retail and e-commerce operations.
Football

The purchase of 3.5 million new shares in Highlight Event and Entertainment (HLEE) has pushed the shareholding of Alexander Studhalter below 20 per cent, as Highlight seeks to minimise risks to the company posed by restrictions placed on the Swiss businessman by US authorities.
Football

Nike’s long-standing association with Concacaf is under threat after the confederation began a request for proposal (RFP) process looking to maximise its expanded inventory and new-found competition i…
Winter Sports

US-based footwear brand Skechers has expanded its presence in winter sports by agreeing new sponsorships with the International Ski and Snowboard Federation (FIS) and the German Ice Hockey Federation (DEB)
Tennis

The International Tennis Federation (ITF) has announced Spanish energy firm Iberdrola as a new sponsor of the Billie Jean King Cup
Tennis

The International Tennis Federation is closing in on a title sponsor for the Davis Cup as it looks to embark on a new future for the embattled men’s national teams’ competition.
Motorsport

Williams Racing’s new multi-brand sponsorship agreement with The Hut Group (THG) is understood to be the most lucrative in the team’s current sponsorship portfolio. 
Winter Sports

The International Biathlon Union (IBU) has announced German health food brand LaVita as a main sponsor on a three-year deal
Mixed Martial Arts

The Ultimate Fighting Championship (UFC) has announced that Bud Light will become its official beer in the United States in a multi-year deal that also extends its partnership with AB InBev on a global…
Sailing

Grant Dalton’s decision not to renew America’s Cup main sponsorship terms with luxury goods brand Prada has paid off with rival company Louis Vuitton returning as title sponsor for next year’s Challenger Serie…