News

Sponsorship & Marketing Cricket

DP World has upgraded its ICC sponsorship to top-tier status as it prepares to play a major role in the logistics requirements for the upcoming T20 World Cup and extends a deal it describes as much more than a “badging exercise“.
Sponsorship & Marketing Football

Uefa has named Hisense as the official screen sponsor for video-assisted referees (VAR) at this summer’s European Championship, marking the first time it has commercialised this inventory.
Sponsorship & Marketing Sailing

Explora Journeys, the new luxury ocean travel brand of the MSC Group, has signed its first major sports sponsorship deal, becoming the seventh Global Partner of the 37th America’s Cup.
Sponsorship & Marketing Football

Oppo's global sponsorship deal with the Uefa Champions League may be under threat as European football's governing body has invited bids from mobile handset makers for its next club competition commercial cycle.
Sponsorship & Marketing Multi-sport

Toyota is said to be planning to terminate its global sponsorship deal with the IOC after Paris 2024, demonstrating continuing difficulties rights-holders have identifying and retaining sponsors from the sector.
Sponsorship & Marketing Football

A three-season deal between FC Barcelona and US company Fortinet is the latest technology-led cybersecurity agreement with a Spanish football club in a sector also particularly active in golf
Sponsorship & Marketing Football

Axa, the insurance company, is broadening its commitment to women's football, becoming an official partner of the Uefa Women’s Euro 2025 in Switzerland.
Sponsorship & Marketing Football

Hankook Tire will continue to draw the benefits of promoting both its main brand and subsidiary Laufenn through its renewed sponsorship of Uefa's Europa League and Europa Conference League.
Sponsorship & Marketing Cycling

A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.
Licensing & Merchandising Multiple Sports

Fanatics has struck a deal with Topsports, China’s largest sports retailer, to develop its operational capabilities in the country, SportBusiness understands.