News

Sponsorship & Marketing Football

Juventus FC has appointed the Two Circles agency as it intensifies its efforts to identify a new brand to replace long-standing front-of-shirt sponsor Jeep.
Sponsorship & Marketing Motorsport

MasterCard is preparing for a sponsorship showdown at the Miami F1 Grand Prix, with four top teams in the hunt for a huge cash injection from the payment services giant.  
Sponsorship & Marketing Football

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Sponsorship & Marketing American Football

US telecommunications giant Verizon has further deepened its commercial relationship with the National Football League, striking a new deal with the Detroit Lions to become the franchise's official 5G network.
Fan Engagement Football

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Sponsorship & Marketing Golf

Skyscanner, the online travel company, has selected women's team golf's Solheim Cup as the entry point for its first multi-year, global sponsorship deal in sport.
Sponsorship & Marketing Football

The Hungarian government has given its blessing to a controversial sponsorship deal between Russian energy firm Gazprom and the country’s leading football team Ferencváros, signalling its intention to continue relations with Russia despite its invasion of Ukraine.
Sponsorship & Marketing Football

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal. 
Sponsorship & Marketing Motorsport

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Governance Esports

Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director