Stalwart sponsor of Australian sport, the retail giant Harvey Norman, has opted not to extend its deal with Rugby Australia as the domestic market title sponsor of the Super Rugby Pacific competition

Adobe has added to its sponsorship portfolio in women’s football by agreeing a three-year deal to become the lead sponsors of the Women’s FA Cup.

Fifa has officially announced that Qatar Airways has renewed as a top-tier 'Fifa Partner' until 2030

Visa has expanded its presence in international football via a regional sponsorship agreement with the Asian Football Confederation (AFC)

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.

Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…

Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.

The International Cricket Council has initiated plans for what it hopes will lead to an increase in the value of its commercial packages after 2027, by launching a Request for Proposals (RFP) for brand…

The YMCA of Metro Atlanta has signed as the jersey patch partner to the NBA’s Atlanta Hawks in a purpose-led collaboration between the two entities.

Formula 1 team Red Bull Racing is in advanced negotiations with international financial services company JP Morgan Chase about a sponsorship agreement, SportBusiness can reveal