Sponsorship & Marketing

Football

UK consumer products group Unilever has become a first-time sponsor of the Conmebol Copa América, hosted this year in the US, as it gears up for a potential hat-trick of major football events in North America – its biggest market.
Football

Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.
Football

Juventus FC has appointed the Two Circles agency as it intensifies its efforts to identify a new brand to replace long-standing front-of-shirt sponsor Jeep.
Motorsport

MasterCard is preparing for a sponsorship showdown at the Miami F1 Grand Prix, with four top teams in the hunt for a huge cash injection from the payment services giant.  
Football

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
American Football

US telecommunications giant Verizon has further deepened its commercial relationship with the National Football League, striking a new deal with the Detroit Lions to become the franchise's official 5G network.
Football

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Golf

Skyscanner, the online travel company, has selected women's team golf's Solheim Cup as the entry point for its first multi-year, global sponsorship deal in sport.
Football

The Hungarian government has given its blessing to a controversial sponsorship deal between Russian energy firm Gazprom and the country’s leading football team Ferencváros, signalling its intention to continue relations with Russia despite its invasion of Ukraine.
Football

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal. 
Motorsport

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Esports

Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director
Baseball

Major League Baseball has continued to push its green credentials, announcing WM, a leading environmental services provider, as its first league-wide sustainability sponsor
Motorsport

Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'
Rugby Union

The dividends are starting to pay off for Rugby Australia's huge hosting programme as Cadbury has agreed a new six-year sponsorship to be the 'Principal Partner' of the women's national team, the Wallaroos.
Road Cycling

French consumer credit company Cofidis will continue to sink more than €10m ($10.7m) per year into its men's, women's and paracycling teams through 2028, despite limited success on the road in recent years.
Football

Chance, a subsidiary of Tipsport, has acquired title sponsorship rights to the top two divisions of Czech football, ending rival betting firm Fortuna’s backing of the leagues.
Football

Portuguese Primeira Liga club FC Porto has agreed a 25-year deal with Spanish company Ithaka to sell 30 per cent of the economic rights to its Dragão stadium in return for a €65m ($69.2m) investment.