News

BMW is ending its title sponsorship of the BMW Championship, one of the PGA Tour's three FedEx Cup Playoff events

Major League Soccer has altered its commercial guidelines to allow its clubs to secure jersey and stadium naming-rights sponsorships with sports betting and liquor companies

Premier League football club Brighton & Hove Albion has agreed a three-season extension to its kit partnership with US sportswear brand Nike

The International Olympic Committee has announced that the Tokyo 2020 Olympics has generated a record sponsorship revenue of over $3.1bn, almost three times more than any previous summer Games

Qatar's state-backed horse racing authority, the Qatar Racing and Equestrian Club (QREC), has renewed its title sponsorship of the UK's Goodwood Festival

Scotch whisky brand Johnnie Walker has signed a new Official Partner deal with Scottish Rugby

German motor oil manufacturer Liqui Moly has been unveiled as one of eight official sponsors of the European Handball Federation’s men’s Euro 2020 national team tournament, upgrading its previous advertising par…

French financial services company AG2R La Mondiale has extended its status as one of the longest-serving sponsors in the professional cycling peloton by renewing title sponsorship of the eponymous UCI…

Spanish LaLiga football club Sevilla has unveiled betting service Marathonbet as its new shirt sponsor

Sportswear provider Hummel has signed a kit supplier partnership with Portuguese Primeira Liga football club SC Braga. The four-year deal will run until the end of the 2022-23 season

Chinese liquor company Kweichow Moutai is considering a sponsorship deal with Argentinian football team River Plate. According to a report in Ole.

Dutch champions Ajax have extended their front-of-shirt deal with Ziggo, the Netherlands’ largest digital TV, broadband and telephone operator.

US-based mixed martial arts organisation Bellator has entered into a multi-year partnership with cbdMD, a consumer cannabidiol (CBD) brand

English Championship club Leeds United has signed a two-year extension to its main shirt sponsorship deal with online betting brand 32Red

Symetra Life Insurance has been named the inaugural founding partner and sponsor of Seattle’s expansion National Hockey League franchise.

Newly-promoted Premier League club Sheffield United has secured a record, three-season shirt sponsorship deal with Australian multi-asset broker USG

Loterías y Apuestas del Estado, a state-run Spanish lottery operator, has agreed a one-season sponsorship deal with Liga Asobal, the top division of Spanish club handball.

The joint ‘TOP’ deal between Coca-Cola Company and Mengniu is about "shared ambitions, not sharing costs," according to Michael Payne, the man who brokered the deal.

NFL franchise the Carolina Panthers has agreed a new partnership with US soft drinks giant Coca-Cola, ending its longstanding relationship with rival Pepsi Co

The Coca-Cola Company and Chinese dairy brand Mengniu have signed the first-ever joint Worldwide ‘TOP’ Partner agreement with the International Olympic Committee.