News

Sponsorship & Marketing Multi-sport

Product placement for major Olympics sponsors is a "deliberate path" taken by the International Olympic Committee, and looks set to be ramped up for future editions of the Games.
Sponsorship & Marketing Golf

Truist Financial Corporation has signed a seven-year agreement with the PGA Tour to become title sponsor of the tour’s ‘signature event’ in Charlotte, North Carolina.
Sponsorship & Marketing Motorsport

Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.
Sponsorship & Marketing Multiple Sports

The London Stadium’s long-running search for a naming sponsor goes on after Allianz, the leading candidate to acquire the rights, opted to enter into a controversial agreement to rename Twickenham Stadium, the home of English rugby, believing it to be a better brand fit.
Sponsorship & Marketing Football

Cryptocurrency exchange Zondacrypto has chosen Europa League winners Atalanta ahead of rival Serie A club Juventus to lead its sleeve branding efforts in Italian football
Events Multi-sport

Brisbane 2032 has swooped for one of Paris 2024's top commercial executives as it embarks on its bid to hit a domestic sponsorship target of around A$2bn ($1.3bn/€1.2bn) for the Olympic Games in eight years' time.
Sponsorship & Marketing Sailing

Renewable energy suppler Acciona Energía has become the ‘Official Energy Partner’ of the 37th America’s Cup in what is likely to be the last sponsorship deal signed by the organisers before the action…
Sponsorship & Marketing Hockey

HeroMoto Corp has taken its association with the International Hockey Federation (FIH) to two decades after extending its sponsorship of the governing body for another five years.
Sponsorship & Marketing Football

Emirates has extended its long-running sponsorship of the Football Association's flagship FA Cup competition for another four years, an agreement that will take the airline's title sponsorship of the FA…
Finance & Law Athletics

World Athletics' revenue dipped slightly in 2023, despite the hosting of the flagship World Athletics Championships in Budapest, Hungary during the 12-month period and the receipt of payments from the Russian Athletics Federation (RusAF) related to doping scandals.