News

THE LOUISIANA SUPERDROME, home to NFL team the New Orleans Saints, will now become the Mercedes-Benz Superdome as a result of a new naming rights deal with the German car manufacturer

FORMER WORLD number one golfer Tiger Woods has signed a long-term agreement with Swiss watchmaker Rolex in his first major endorsement deal since revelations about his personal life left his professional…

OHIO-BASED TYRE and rubber company Goodyear has renewed its sponsorship deal with NASCAR for a further five years to see the agreement between the two American institutions through 2017

XTEP INTERNATIONAL Holdings Limited, the Chinese sportswear brand, has added the Standard Chartered Hong Kong Marathon 2012 to its growing portfolio of marathon-based sponsorships

THE PUMA SPORTS and lifestyle brand has signed a partnership agreement for the up coming Indian Grand Prix as the official merchandise sponsor of the Buddh International Circuit for all its motorsport…

WITH NEWS emerging this week that Carling reached the end of its exclusive re-negotiation period with the Football League without agreement on a renewal of its League Cup sponsorship, rights to the competition…

MILLERCOORS, the American-based arm of the joint venture between brewers MolsonCoors and SABMiller, has begun legal proceedings against the New England Patriots National Football League (NFL) franchise

FULL TILT POKER, the former sponsor of the Marussia Virgin F1 Racing team and UFC-related fighters and events, has had its Channel Island gambling license revoked this week by the Alderney Gambling Control…

THE BRITISH Open Championships, one of the world’s leading squash tournaments and widely-dubbed as the ‘Wimbledon of squash’, has announced a new title-sponsor for the next three years. Dr

INDUSTRY EXPERTS at SportBusiness Group’s annual Sports Marketing 360 conference this week discussed their formulae for great sponsorship deals and shared shining examples of what they deem to be ‘X Fac…