Renewal continues commercial relationship dating to 1995
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Premier League Sorare NFT deal based on minimum guarantee and share of royalties
The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.
Reconfigured Expedia deal sets precedent for new Champions League sponsorship tier
The structure of Expedia’s latest sponsorship agreement with Uefa sets a precedent for the creation of a new sponsorship tier for the men’s Champions League. Matthew Williams reports.
Continental Tyres targets greater share of voice with RFU deal
Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.
Philadelphia Union, Bimbo renew long-standing jersey partnership
Major League Soccer's Philadelphia Union and baking company Bimbo Bakeries USA have announced a "multi-year, multi-million dollar" renewal of their jersey sponsorship deal which dates back to 2011
DHL extends long-term backing of Formula E, Bandeirantes agrees rights deal
Logistics company DHL has agreed a multi-year extension to its Formula E sponsorship deal, while the electric car-racing championship has signed a rights deal with Brazilian commercial broadcaster Bandeirantes
FC Cincinnati enters into partnership with First Financial Bank
MLS expansion side FC Cincinnati has agreed a multi-year partnership with First Financial Bank, which will become "the club’s Exclusive Banking and Financial Services Partner".
Mainz extends record shirt sponsorship deal with Profine
German Bundesliga club Mainz 05 has further extended its deal with shirt sponsor Profine, a windows and doors manufacturer, with the pact already representing the longest-running association with a main…