Toyota and HCLTech upgrade to fill CA’s main shirt positions
Cricket Australia (CA) has upgraded deals with two existing sponsors – Toyota and HCLTech – on one-year contracts to fill the top two kit branding positions for the recently crowned men’s Cricket World…
Isuzu UTE extends and expands A-League title sponsorship deal
The Australian Professional Leagues (APL) has announced a two-year extension of its sponsorship agreement with utility vehicle brand Isuzu UTE
Fanatics begins AFL merchandise expansion with Essendon deal
Global sports merchandising company Fanatics has announced its first licensing agreement with an Australian Football League (AFL) team, Melbourne-based Essendon.
EMW Global brokers Arsenal tyre deal for ZC Rubber
Chinese tyre manufacturer ZC Rubber has signed with Arsenal as the club’s ‘Official Global Tyre Partner’ in a deal brokered by the EMW Global agency.
Seymour-Hyde leaves Octagon UK after 16 years
Joel Seymour-Hyde has left his role as managing director of Octagon UK after more than 16 years with the agency
Castore plots next stage of growth as value nears £1bn
Castore, the UK sportswear manufacturer, is closing in on a £1bn (€1.16bn/$1.26bn) valuation, after securing £150m in a round of investment led by US bank Raine Group.
EXCLUSIVE: Bayern and Adobe end sponsorship one year into three-year contract
Bayern Munich and Adobe have decided to end their sponsorship agreement by mutual consent, just one year into a three-year contract.
Betano becomes first Uefa Euros betting sponsor following Fifa deal
Sports betting firm Betano has announced a new global sponsorship deal with Uefa for the upcoming 2024 men's European Championships in Germany.
BCCI takes Byju’s to court over unpaid sponsorship fees
The Board of Control for Cricket in India (BCCI) has launched legal action against former top-tier sponsor Byju's over alleged non-payment of overdue sponsorship fees.
Martin and Wynne-Morgan resign from M&C Saatchi, sparking agency restructure
M&C Saatchi Sport and Entertainment (S&E) top executives Steve Martin and Jamie Wynne-Morgan have left the agency after nearly two decades following a major restructure of its UK operations.
Pizza Pizza replaces TikTok on Toronto Maple Leafs helmet
Toronto-based pizza chain Pizza Pizza has taken over the home helmet sponsorship rights to the NHL’s Toronto Maple Leafs from social media platform TikTok.
Monster Energy switches allegiance from Mercedes to McLaren
Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.
MLB, Mercedes-AMG Petronas F1 team subject of FTX lawsuits
Investors in FTX have filed lawsuits against Major League Baseball and the Mercedes-AMG Petronas Formula 1 team for allegedly helping to push the sale of unregulated securities via the cryptocurrency exchange
New Balance ups tennis game in Australia with AO sponsorship
New Balance has taken a major step in commercialising its relationship with Australian tennis by signing as the ‘Official Performance Apparel and Footwear’ provider of the Australian Open (AO) and United Cup.
Decathlon takes on title sponsorship of French UCI WorldTour team
French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership with the squad.
World Boxing elects president, details events plan and signs first sponsor
Boris van der Vorst, a prominent opponent of International Boxing Association (IBA) president Umar Kremlev, has been elected as the inaugural president of World Boxing, with the new organisation also detailing an events plan and signing its first sponsor.
Castore shrinks cricket portfolio further as CWI signs with Macron
Cricket West Indies (CWI) has announced a new multi-year sponsorship with kit manufacturer Macron, bringing an early end to the governing body's existing agreement with Castore
Rolex secures title rights to 2024 Australian GP
Rolex has secured the title sponsorship rights to next year’s Australian Grand Prix as part of its existing Global Partner deal with Formula 1.
Rajasthan Royals extends Luminous shirt sponsorship
Indian Premier League (IPL) team Rajasthan Royals has secured the long-term future of its front-of-shirt sponsorship position via an extension with energy solutions provider Luminous Power Technologies
Hummel marks centenary year with DBU extension
The Danish Football Association (DBU) has agreed terms on an eight-year extension with its kit partner, Hummel, with the new deal set to have a focus on gender equality.