News

Sponsorship & Marketing Football

In its first sponsorship announcement since completing its historic 2023-24 season, Bayer Leverkusen has upgraded its deal with cable management systems manufacturer Niedax Group.
Finance & Law Football

Highlight Communications, the parent company of the Team Marketing agency, has been delivered a boost with the removal of major investor Alexander Studhalter from the US Office of Foreign Assets sanctions…
Sponsorship & Marketing American Football

More US colleges are set to seek new revenue streams after the National Collegiate Athletics Association (NCAA) announced it will allow sponsor advertising on football fields for regular-season games in…
Licensing & Merchandising Tennis

French sports brand Lacoste has extended its ‘Premium Partner’ agreement with Roland Garros until 2030 in what is understood to be the most expensive outfitter deal among the four tennis grand slams.
Licensing & Merchandising Multiple Sports

Winners Alliance, the organisation that represents the collective IP of athletes, has appointed Team Playmaker, a new sales, marketing and sponsorship agency founded by former CSM executives Matt Grandis and Ross Meltzer, as its official partnership development agency.
Sponsorship & Marketing Golf

All tournaments on the PGA Tour now have a title sponsor for the ongoing 2024 season, after Isco Industries, a piping solutions provider, acquired naming rights for the top event in Kentucky
Sponsorship & Marketing Cricket

Mumbai Indians-owned MI New York has signed Accenture as its front-of-shirt sponsor in the latest signal of the upward trajectory of Major League Cricket (MLC).
Sponsorship & Marketing Ice Hockey

Budweiser is back as an official beer of the National Hockey League in Canada after a two-year hiatus, while the league's sales process is live to fill the same category in the US market.
Industry Moves College Sports

Two Circles has continued its US market push under new ownership with the creation of a business vertical to help maximise the value of college sports athletes’ name, image and likeness (NIL) rights.
Sponsorship & Marketing Golf

The DP World Tour has agreed it first ‘Official Marketing Partner’ (OMP) sponsorship deal with whiskey brand Buffalo Trace, mirroring the long-held OMP category on the PGA Tour.