News

Licensing & Merchandising Football

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
Sponsorship & Marketing American Football

FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.
Sponsorship & Marketing Football

Fifa is locked in a dispute with Dalian Wanda, one of its highest-paying sponsors, and has ceased activating the company’s sponsorship rights after the company missed scheduled payments in its contract with the federation.
Sponsorship & Marketing Motorsport

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.
Finance & Law Football

Multi-club ownership (MCO) in women’s football is a necessity to growing the overall quality of the game and, eventually, commercial revenues, according to two leading protagonists.
Sponsorship & Marketing Motorsport

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.
Sponsorship & Marketing Football

The Ligové Fotbalové Asociace (LFA), the Czech league football association, has begun the search for a title sponsor for the top two divisions.
Finance & Law Rugby Union

South Africa Rugby is hoping that its proposed commercial agreement with US-based private equity firm Ackerley Sports Group (ASG) will enable the governing body to double its sponsorship revenue by the 2027 World Cup.
Sponsorship & Marketing Football

Sports betting and online casino operator Betsson is expected to be unveiled as Inter Milan’s new shirt sponsor after overcoming rival bids for the contract.
Sponsorship & Marketing Road Cycling

Škoda Auto has doubled down on its sponsorships profile in road cycling by extending as a main sponsor of the Tour de France and La Vuelta Grand Tour races for both men and women.