News

Sponsorship & Marketing Football

Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Sponsorship & Marketing Football

VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
Sponsorship & Marketing Rugby Union

Qatar Airways has expanded its presence in rugby union through a sponsorship - brokered by Pitch International - of the British & Irish Lions tour to Australia next summer.
Sponsorship & Marketing Cricket

Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Sponsorship & Marketing Australian Rules Football

Nine months on from the Australian Football League (AFL) appointing TGI Sport to manage its in-stadia signage, both parties have established a new agency, Lumen8 Media, to take on the job.
Sponsorship & Marketing Motorsport

Mastercard’s lengthy consideration of the F1 market has seen it enter into an agreement with McLaren Racing to become a ‘major sponsor’, following a process that saw several F1 teams jostle for Mastercard’s signature.
Sponsorship & Marketing Football

Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).
Sponsorship & Marketing Football

FedEx has extended as a global sponsor of the Champions League for a further three years, taking its association with Uefa past a decade, SportBusiness can exclusively reveal.
Sponsorship & Marketing Football

Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
Media Lacrosse

World Lacrosse's long-term sponsorship with Nike continues a rush of commercial activity that has also included the launch of an OTT platform with Sportall.