Sponsorship & Marketing

Feyenoord is to have a new shirt sponsor from the 2024-25 season, with a lucrative agreement with German electronics retailer Mediamarkt thought to be in place.

The United Soccer League's USL League One is launching an inaugural in-season cup competition with Jägermeister as the entitlement sponsor for the tournament in a new sponsorship deal.

World governing body FIFA enjoyed income of $1.17bn (€1.07bn) in 2023, boosted by strong commercial revenues from the Women’s World Cup in Australia and New Zealand.

Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.

Mumbai-based fantasy gaming platform Dream11 has furthered its newly adapted team-focused approach to the Indian Premier League (IPL) by acquiring the front-of-shirt rights for Punjab Kings and Kolkata…

Brazilian bank Itaú Unibanco has agreed a four-year extension to its presenting sponsorship deal with tennis’ Miami Open.

Sports marketing veteran Jeff Ehrenkranz has joined Hirschfeld Marketing Solutions as president of the Huntersville, North Carolina-based agency

Charlotte-based bank Truist Financial Corp is one of multiple banking and insurance sector suitors seeking to take over the title rights to the PGA Tour tournament currently known as the Wells Fargo Championship

Brazilian football giants Palmeiras has signed off a new lucrative deal with Sports Hub, for the Brazilian technology solutions company to continue selling its perimeter LED board and on-pitch advertising assets to 2029.

Uefa has launched a process inviting bids from prospective sponsors in the crypto exchange category to fill its Champions League sponsorship portfolio and has already received one offer from the sector.

Major League Cricket has announced IT services company Cognizant as the league's title sponsor ahead of its second season.

After entering the Spanish sponsorship market in 2023 with a trio of deals, air conditioning brand Kosner has extended its front-of-shirt deal with LaLiga club Osasuna

CBS Sports and TNT Sports are not concerned about a potential viewership dip at this year's NCAA men's basketball tournament after last year's lowest-performing championship game and an absence of star…

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.

United World Wrestling has issued a global request for proposal from 2025 onwards covering broadcast, betting and sponsorship rights to its major competitions.

DAZN has extended its contract with the Mediaset-owned Digitalia 08 for advertising sales around the subscription broadcaster’s live coverage of Italian football’s Serie A.

The Saudi Super Cup is heading to the United Arab Emirates as part of a sponsorship deal between the Saudi Arabian Football Federation (SAFF) and the Department of Culture and Tourism (DCT) - Abu Dhabi.

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.