News

Mobile virtual network operator Lycamobile has stepped up its association with the Jacksonville Jaguars by becoming a top-tier partner of the NFL American football team

Telco TIM has agreed a four-year extension to its contract as a Top Partner of the Italian Football Federation (FIGC). The extension has been signed in the 20th anniversary year of the partnership

Hong Kong casino brand Galaxy Entertainment has signed as the new title partner of the inaugural EuroJapan Cup

Danish Superliga football club Aalborg BK (AaB) has extended its deal with stadium naming rights partner, cement manufacturer Aalborg Portland

Global safety science brand UL has signed as the latest partner of the World Rugby Sevens Series

Major League Baseball club the Los Angeles Angels has agreed a multi-year partnership with health system MemorialCare

Chinese beer brand Harbin Brewery has signed as the latest sponsor of China’s League of Legends Pro League (LPL).

Italian sports helmet manufacturer Kask has agreed a three-year partnership with the Ironman triathlon series. The partnership will see Kask present at Ironman and Ironman 70

French Ligue 1 football club Angers SCO has agreed a four-season extension to its partnership with kit partner Kappa

US esports team the Pittsburgh Knights has signed a new shirt deal with local convenience store chain Sheetz

Snack foods manufacturer Milho de Ouro has agreed a deal with the Brazilian Football Confederation (CBF) to sponsor Campeonato Brasileiro Série B.

US information technology company HP has extended and upgraded its partnership with Emirates Team New Zealand, which is currently preparing to defend its title in sailing’s America’s Cup.

NFL franchise the Washington Redskins has signed a 10-year partnership with online US retail brand Fanatics. Under the deal, Fanatics will lead all retail and online store operations for the Redskins

Imperial Oil has signed a multi-year deal as the Official Retail Fuel of the National Hockey League in Canada

The growing strength of “power brands” Nike and adidas is driving projected rights fee increases at Liverpool, Paris Saint-Germain and Real Madrid, an industry expert has said.

Spanish sportswear brand Joma has signed a new kit deal with LaLiga club SD Eibar. The deal will see Joma take over from German brand Puma from next season

French vehicle rental company Europcar has agreed a one-year extension to its partnership with the Madrid Open tennis tournament

French Ligue 1 football club AS Saint-Étienne has signed a new partnership with opticians chain Groupe Afflelou.

The Australian Football League’s regular season match in China will be named the ‘Kennedy Cup’ as part of a three-year title deal with the luxury watch and jewellery retail brand. U

The local organising committee for the 2019 European Games has agreed a partnership with the Minsk Soft Drink Company