News

Sponsorship & Marketing Motorsport

American Express has added a host of experiential rights to its Formula 1 sponsorship after finalising its upgrade from a regional deal to a multi-year global agreement.
Sponsorship & Marketing Football

Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.
Licensing & Merchandising Basketball

Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…
Sponsorship & Marketing Rowing

Luxury fashion brand Chanel has made its first foray into sport sponsorship by becoming title sponsor of The Boat Race
Sponsorship & Marketing Football

Fifa has come under fire for its sponsorship deal with Saudi oil giant Aramco after more than 100 female footballers signed a scathing letter urging the governing body to ditch the agreement.
Sponsorship & Marketing Football

Former Serie A title sponsor Telecom Italia (TIM) has agreed sponsorship deals with rivals AS Roma and SS Lazio, continuing the telco’s new club-by-club strategy.
Sponsorship & Marketing Motorsport

Cryptocurrency exchange Kraken has expanded its sponsorship of F1’s Williams Racing in the wake of the team’s high-profile signing of Spanish driver Carlos Sainz.  
Sponsorship & Marketing Multi-sport

Despite loaning funds to help Le Coq Sportif fulfil its Paris 2024 kit supply commitments, the French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF) have chosen to renew with the embattled sportswear brand.
Sponsorship & Marketing Motorsport

AT&T has announced an expansion to its sponsorship deal with Red Bull Racing that for the first time includes branding on the team car.
Sponsorship & Marketing Football

Juventus has filled one of the vacant positions on its men's team shirt, announcing global asset management firm Azimut as the new sleeve sponsor while TikTok has upgraded to shirt sponsor of the club's women's team.