News

Sponsorship & Marketing Ice Hockey

The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor
Industry Moves Esports

Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.
Sponsorship & Marketing Athletics

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
Sponsorship & Marketing Multiple Sports

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…
Sponsorship & Marketing Baseball

The arrival of a third Japan-linked sponsor for the Los Angeles Dodgers since the signing of superstar Shohei Ohtani is adding new commercial impetus for the Major League Baseball side.
Sponsorship & Marketing Football

The Uruguayan Football Federation (AUF) is to launch a kit supply tender later this year after signing a short-term deal with Nike for the upcoming men's Copa America.
Sponsorship & Marketing Tennis

The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.
Sponsorship & Marketing College Sports

Under Armour has shed the Auburn Tigers from its once bulging college sports portfolio just days after Kevin Plank – the architect of the brand’s original college sports team acquisition programme – returned to his seat as chief executive.
Sponsorship & Marketing Football

The Mexican Football Federation (FMF) has announced a sponsorship deal with Chilean wine Casillero del Diablo for Mexico's annual US 'MexTour' in a deal that encompasses the men's and women's national…
Sponsorship & Marketing Basketball

The Women’s National Basketball Association (WNBA) has signalled its continued support for women’s reproductive freedom by agreeing a sponsorship deal with over-the-counter birth control product Opill.