News

Licensing & Merchandising Football

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.
Sponsorship & Marketing Lacrosse

Castore has landed its first centralised deal with a professional sports league in North America, striking a long-term agreement with the National Lacrosse League
Sponsorship & Marketing Multi-sport

Panasonic has put an end to its 37-year association with the International Olympic Committee, becoming the latest Japanese brand to exit the body’s Olympic Partner Programme.
Sponsorship & Marketing Ice Hockey

Having moved away from sponsorships over the last 18 months, TikTok has signed a wide-ranging agreement with Monumental Sports & Entertainment (MSE) that includes sponsoring the Washington Capitals NHL team.
Sponsorship & Marketing Motorsport

Honda Racing has identified a prospective lead sponsor for its factory Honda MotoGP team after the announced exit of long-term title sponsor Repsol, SportBusiness understands.
Sponsorship & Marketing Motorsport

Technology company Lenovo has expanded its agreement with Formula 1 in the latest sports sponsorship move which includes promotion of its Motorola smartphone brand.
Sponsorship & Marketing Football

Oppo has downgraded its sponsorship deal for the Uefa Champions League to become one of the competition’s new second-tier partners for the next three-year cycle.
Sponsorship & Marketing Esports

US motor-racing series Nascar has signed a commercial deal with esports tournament organiser Blast, a rare example of a traditional sports property sponsoring a gaming one
Sponsorship & Marketing American Football

More than two years after loosening its restrictions on blockchain sponsorships, the NFL has agreed its first central deal in the space with cryptocurrency trading firm Bitpanda.
Sponsorship & Marketing Football

Pernod Ricard has pulled its sponsorship of Paris Saint-Germain after just three days following a fierce backlash from football fans in Marseille, from where the drinks company hails.