The National Football League's Tampa Bay Buccaneers have struck a multiyear partnership with Little Caesars, which has been designated the official pizza of the team and Raymond James Stadium.
Fifa will almost certainly secure a big uplift in sponsorship income for the 2023-2026 cycle, culminating in the 2026 World Cup in the US, Mexico and Canada. However, it will struggle to achieve the kind of increase which Fifa president Gianni Infantino has mandated from his commercial team.
SportBusiness Sponsorship analysis indicates Fifa has generated around $1.74bn (€1.67bn) in sponsorship income during its 2019-22 sales cycle, a more than 4.5 per-cent increase from the previous four-year period when it generated $1.66bn from the sale of its marketing rights.
Red Bull Racing is targeting $30m in licensing revenue after deciding to split its apparel licensing category into five separate tiers once its current deal with Puma expires.
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