Sponsorship & Marketing

Football

After the recent conclusion of several of its high-profile kit-supply agreements in European football, New Balance has renewed and expanded its deal with Portuguese heavyweights FC Porto
Basketball

The NBA’s Miami Heat and Charlotte Hornets have signed up new jersey patch sponsors for the upcoming season but seven other teams, including current NBA champions, the Denver Nuggets, have still to confirm p…
Golf

TGL, the new technology-infused team golf competition established by TMRW Sports, has landed its first significant commercial partner, unveiling SoFi Technologies Inc, the digital personal finance company,…
Cricket

Indian-specialist tyre brand BKT, one of the most visible brands in global sports sponsorship, has extended its association with Australian cricket's Big Bash Leagues until at least 2025
Basketball

Lega Basket (LBA) has announced an extension to its sponsorship, marketing and digital agreement with Infront until the end of the 2029-30 season, crediting the agency with delivering ‘economic growth’ for…
Mixed Martial Arts

The Ultimate Fighting Championship has signed a multi-year deal with 4D Sight to use its virtual advertising technology to place digital sponsorships on the Octagon canvas during select UFC telecasts
American Football

The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.
Football

Team Marketing and the France-based Agon agency have delivered a winning bid during the recent tender process for international media rights to top competitions run by the Confederation of African Football…
Football

Italian gaming and betting company Snaitech has renewed its sponsorship agreement with AC Milan and will activate the deal through its Snaifun gaming app
Padel

Padel’s new Hexagon Cup event has recruited the Professional Triathletes Organisation’s chief marketing officer Tim Godfrey as strategic adviser.
Football

Engelbert Strauss has become the first brand to be announced as a Uefa Europa League and Uefa Conference League sponsor in the next three-year cycle from 2024-25 to 2026-27, having renewed its association…
Ice Hockey

Regions Bank’s new jersey patch agreement with the Nashville Predators has taken the roster of National Hockey League (NHL) teams with jersey deals up to 17 with just two weeks to go before the start o…
Football

Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.
Football

Premier League club Newcastle United has announced a multi-year deal with the newly launched UK arm of online gaming and sports betting brand BetMGM
Cricket

Indian financial services company IndusInd Bank has signed as the International Cricket Council’s seventh ‘Global Partner’ ahead of next month’s men’s Cricket World Cup in India. The M
Motorsport

Sports marketing agency Right Formula has strengthened its US offering by hiring Rick Cuellar as commercial vice-president
Sailing

Women’s Sports Group (WSG) has been hired by SailGP to provide advisory services on commercial deals for the sailing league as it looks to develop its ‘Women’s Pathway’ project. Ann
Football

The Chilean Football Federation (ANFP) has indicated that it will abide by a Supreme Court ruling that would enforce the termination of its multi-million dollar sponsorship deal with online betting firm…