News

Sponsorship & Marketing Cricket

Pensions insurance specialist Rothesay will take over cricket’s County Championship title sponsorship rights from 2025, SportBusiness can reveal.
Media US College Sport

Legends, the global experiences firm, has expanded its role in the US college sports scene, signing a 10-year multi-media rights partnership with Florida State University (FSU)
Sponsorship & Marketing Golf

Ahead of the next Presidents Cup in Canada, the PGA Tour has announced domestic cybersecurity brand 1Password as a new global sponsor.
Sponsorship & Marketing Basketball

NBA Champion Boston Celtics has a new jersey patch partner in New England-headquartered Amica Mutual Insurance, the longest-standing mutual car insurer in the US
Sponsorship & Marketing Football

Neom, the new region being built by the Saudi Arabian government in the country’s north west, is to continue as a leading sponsor of the Asian Football Confederation throughout the decade.
Licensing & Merchandising Ice Hockey

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Sponsorship & Marketing Motorsport

SportBusiness understands Red Bull will adorn the livery of a yet-to-be decided team next year in addition to an already-announced partnership with Extreme H as its official energy drinks partner.
Sponsorship & Marketing Horse Racing

The New York Racing Association has strengthened its association with Playfly Sports, which will aid a $455m transformation project aiming to “set the global standard” for horse racing venues.
Sponsorship & Marketing Football

Soft drinks group Coca-Cola appears to have stepped back in time by attaching its masterbrand logo to the training kit and warm-up kit at Italian Serie A club SSC Napoli
Sponsorship & Marketing Football

Turkish football clubs Galatasaray and Fenerbahçe have tapped very different industries to secure new sleeve sponsors.