London-based sports talent and commercial management agency KIN Partners has been appointed by Real Madrid to serve as a commercial sales partner for the Spanish LaLiga club

LaLiga and the Eredivisie, the governing bodies for the top divisions of Spanish and Dutch club football, have agreed licensing deals with First Touch Games (FTG), the developer of mobile football game…

The Madrid Open tennis tournament has renewed with one of its main sponsors, worktop surface specialists Dekton, ahead of the 2021 edition

Unilever-owned hygiene soap brand Lifebuoy has agreed a multi-year sponsorship of English football’s second-tier league body, the English Football League, aimed at helping clubs provide a safe return o…

European investment group Investindustrial has made a €200m ($239.7

Japanese bicycle component manufacturer Shimano has renewed its support of the Vuelta a España cycling event until 2024 through an extended agreement with race organiser Unipublic.

AliExpress, the online global marketplace arm of Chinese technology giant Alibaba, has teamed up with its second major European football club in the space of a few weeks after agreeing a sponsorship deal…

Spanish football club Real Madrid has signed up plant-based food company Meatless Farm as a sponsor

Spanish LaLiga club Real Betis and the Turkish blockchain technology company have signed a new sponsorship agreement for the next three years. Under the deal, Bitci

Spanish LaLiga club Real Madrid is reportedly in advanced talks with Saudi Arabia’s Qiddiya sports and entertainment project concerning a €150m ($182m) partnership that would include main sponsorship rig…

Sports marketing and events company Emotion Group has appointed Patrik Holmgren, the former senior director of summer sports at the Infront agency, as head of sales and marketing in Germany and the Iberian…

Spanish football club Atlético Madrid has renewed its sponsorship contract with Ria Money Transfer.

Spanish LaLiga club Barcelona has extended its training partner deal with Turkish white goods brand Beko for the 2021-22 season

In Q1 2016, smartphone brand Wiko supported SD Eibar in a community health campaign that saw the letters corresponding to the main blood types removed from the players’ shirts.

The operator behind the Asian betting sponsorship of Spanish LaLiga club Real Betis has switched the focus of the agreement from the RB88 betting brand to its flagship JBO brand

Barcelona and Japanese cosmetics brand Shiseido Men have signed a new two-year sponsorship agreement covering four markets: Japan, Greater China, Italy and Spain

In 2020-21 – a season likely to play out largely behind closed doors – Europe’s top four football leagues held sponsorship agreements of about €315m ($383m) in contract value.