Global
Fiba hails new TCL deal as ‘beacon’ of enduring sponsorship demand
Basketball’s world governing body Fiba has agreed a major new four-year sponsorship deal with Chinese consumer appliances firm TCL, beginning immediately and running until the end of 2023.
Mount Olympus – Nike & the NBA
In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.
IPC and Coca-Cola agree worldwide Paralympic sponsorship
The International Paralympic Committee has added the Coca-Cola Company to its roster of Worldwide Paralympic Partners, its top tier of sponsorship
AFC and FMA to renegotiate global rights contract
The Asian Football Confederation and the Football Marketing Asia agency are to renegotiate the terms of their landmark, $2
Pep Loves His LEAF – Nissan & Manchester City
In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.
Uefa sets deadline for prospective Europa League sponsors
European football’s governing body Uefa has issued a deadline of September 2 for prospective sponsors of the second-tier Uefa Europa League and new third-tier Uefa Europa Conference League to contact t…
PepsiCo unifies Uefa sponsorships with women’s club and national team rights
Global food and beverage company PepsiCo had added to its presence in elite European football by sponsoring Uefa’s major women’s club and national team competitions until 2025.
ParalympicsGB add Papa John’s to portfolio as fundraising initiative launched
ParalympicsGB has signed a fundraising focused sponsorship contract with fast food brand Papa John's as a sponsor
Spotify strikes broad-based audio deal with LoL
Audio streaming service looks to break new ground in esports content
PlayStation FC Final – Sony Interactive Entertainment & Uefa
Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.
Leverage Marketing Advisors to begin work with Opus Publishing
Sponsorship and strategy consultancy agency Leverage Marketing Advisors (LMA) has signed up luxury publishing company Opus Publishing as its latest client
Riot Games signs up Cisco to multi-year League of Legends sponsorship
Video game publisher Riot Games and Cisco have signed a multi-year sponsorship making the technology brand the ‘Official Enterprise Networking Partner’ of League of Legends Esports.
Sportfive to roll out esports operations globally with Gyllensvärd given key role
The Sportfive agency has established an international esports unit, naming Eike Gyllensvärd to the newly-created position of executive vice-president of global esports partnerships.
NHL opens MRO sponsorship category with Fastenal deal
Company to create supply chain for maintenance, repair, and operations
Round-Up: New Fifa international window, Royals deal challenges taboos, NZ North v South match returns, and more
Fifa has created a new international match window in 2022, from January 24 to February 1, to ease fixture congestion caused by the Covid-19 pandemic - Japan Today
Football Fans Welcome Home – Santander & Uefa
For its first final as a Uefa Champions League sponsor, in 2019, Santander decided to become the ‘unofficial host’ via an array of on-the-ground activations in its home city of Madrid.
Fanatics raises $350m in Series E funding ahead of likely IPO
International sports merchandiser Fanatics has raised $350m (£267.7m/€296.2m) in its latest investment round and appears to be preparing for an initial public offering.
KIN Partners aims to develop German and Central European ambitions with Gündoğans
Sport and entertainment management company KIN Partners has continued to grow its portfolio by signing up Manchester City footballer İlkay Gündoğan, with his uncle, Ilhan Gündoğan also joining the firm…