News

Sponsorship & Marketing Rugby Union

Premiership Rugby is considering a centralised kit supplier deal in a move that would see it follow a model commonly employed in US sport
Sponsorship & Marketing Football

Qatar Airways will be the new global airline sponsor of the Uefa Champions League until at least 2030 having agreed an unprecedented two-cycle deal, SportBusiness can reveal.
Governance Rugby Union

Greater media rights revenue is likely to be the key factor determining whether a merger between Premiership Rugby and the United Rugby Championship (URC) would be a viable option for both properties.
Sponsorship & Marketing Baseball

German workwear brand Strauss has struck a wide-ranging sponsorship deal with Major League Baseball, with its logo to feature on batting helmets during postseason games and international series in Europe.
Sponsorship & Marketing Ice Hockey

Technology company Lenovo has continued its recent sponsorship drive by taking on the naming rights to the home venue of the NHL’s Carolina Hurricanes.
Sponsorship & Marketing Motorsport

Formula 1 is understood to be on the verge of a major new multi-brand sponsorship agreement with French luxury goods giant LVMH.
Sponsorship & Marketing Football

PepsiCo-owned snack brand Frito-Lay has become the latest US-based company to extend its relationship with Fifa in a deal to become an Official Sponsor of the 2026 Fifa Men’s World Cup and the 2027 Women’s World Cup.
Media Football

The newly branded Ninja A-League will benefit from at least 10 free-to-air matches in 2024-25 as part of its naming rights deal.
Sponsorship & Marketing US College Sport

USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.
Sponsorship & Marketing American Football

Digital technology firm Cisco is expanding its agreement with the National Football League (NFL) to include international rights, SportBusiness understands.