Deal is the first of its type in the Big Ten Conference
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Latest Analysis
‘People spend more time deciding what takeaway they want’ | Peter Robb, Continental Tyres
What’s important: Aligning the brand with high-profile, engaging sport.
Decision-making: Peter Robb, marketing director at Continental Tyres, is responsible for sponsorship within the UK & Ireland.
TCL focuses on brand awareness as it fills long-empty NFL TV sponsorship position
Chinese consumer electronics company TCL is aiming to boost brand awareness and promote its expanded television product range through its sponsorship agreement with the National Football League. Matthew Williams reports.
PlayStation the latest men’s Champions League sponsor to add women’s football package
PlayStation has become the latest sponsor of the men’s Champions League to expand its relationship with Uefa so that it also encompasses the federation’s women’s football sponsorship programme. Ben Cronin reports.
UFC to sponsor University of Iowa wrestling programs
The Ultimate Fighting Championship has entered the college landscape in the United States by being named a sponsor of the University of Iowa's men's and women's wrestling programs
Syracuse University secures naming rights deal with JMA Wireless for iconic dome
Syracuse University has secured a 10-year naming rights deal with with Syracuse, New York-based 5G wireless technology company JMA Wireless for its iconic indoor sports venue.
Maryland, SECU strike 10-year, $11m naming rights deal for football stadium
The University of Maryland has secured a 10-year, $11m (€11m) naming rights deal with SECU, Maryland's largest state-chartered credit union, for its college football facility, which will now be known a…
San Diego State University secures $45m Snapdragon naming rights deal
San Diego State University has secured a long-term naming rights deal with San Diego-based technology company Qualcomm for its new college football stadium, which will be known as Snapdragon Stadium