Pact is among the first for Legends after Sixth Street takeover
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Six Nations Rugby expands scope of insights category with Sage deal
Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.
NRL audiences and TNF naming rights the driving force behind Kia sponsorship
Kia Australia, the local subsidiary of the Korean car maker, added another significant property to its Australian sports sponsorship portfolio when it signed a three-year sponsorship agreement with the National Rugby League (NRL) in December running from 2023 to 2025.
Clock is ticking for UK clubs who need ‘perfect storm’ to land stadium naming-rights deals
The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Hyperice strikes first collegiate partnership with University of Kentucky
Hyperice, the leading recovery and performance technology company, has entered the college sports industry for the first time by striking a multiyear partnership with the University of Kentucky men’s ba…
Under Armour negotiates buyout of $50m University of Cincinnati apparel partnership
Sports apparel company Under Armour has negotiated a buyout of its 10-year, $50m partnership with the University of Cincinnati athletics department
Fanatics, University of Oklahoma secure 10-year retail and licensing partnership
Fanatics has secured a 10-year exclusive retail and licensing partnership with the University of Oklahoma, in which the global merchandising giant will now become the Sooners' primary apparel and headwear…
University of New Mexico seals three-year Nike extension
The University of New Mexico athletics department has announced a three-year extension of its uniform and apparel partnership with Nike through the 2022-23 athletic year.