League expands its tie with Texas-based mattress retailer
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Latest Analysis
MSC Cruises and Salesforce headline quartet of F1 additions
Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.
Virtual Mascot Programme – Kumho Tyre & Tottenham Hotspur
With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Oppo focused on India-hosted events in new ICC cycle
The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent
Sony extends MLB video game title to Xbox platforms
Broadened availability contemplated in multiyear contract extension
Shinhan Bank extends KBO League title sponsorship
Financial services company Shinhan Bank has extended its title sponsorship of the KBO League, the top division of baseball in South Korea
National Car Rental enters MLB market with hometown Cardinals
US Major League Baseball franchise the St. Louis Cardinals has secured commercial partnerships with Missouri-based car hire company National Car Rental and sports goods retailer Academy Sports + Outdoors.
MLB completes $125m sponsorship deal with Capital One
League refills its banking category with Virginia-based holding company