Sponsorship & Marketing

The National Hockey League's Pittsburgh Penguins have brought in Ohio-based insurance technology provider Bold Penguin as one of the team's helmet partners

English Premier League club West Ham United has signed an extension to its supplier deal with football nutrition brand Soccer Supplement

Italian Serie A side Juventus has expanded its regional sponsorship deal with Italian heating systems brand Ariston to include Indonesia

The National Basketball Association's Los Angeles Clippers have secured a 23-year naming rights deal with California-based financial software company Intuit for the team's new facility, which is scheduled …

Spanish LaLiga club Valencia has unveiled online trading brokerage Samtrade FX as its new back-of-shirt sponsor

The Australian Football League has signed a 10-year extension to its sponsorship agreement with fast-food chain McDonald’s.

Italian coffee brand Pop Caffè has become the official coffee partner of reigning Italian Serie A champions Inter Milan for the next two seasons.

English Premier League club Liverpool has signed multinational household cleaning products manufacturer SC Johnson as a sponsor

Fnatic, the London-based esports organisation, has struck a five-year deal worth more than $15m (€12.8m) with cryptocurrency exchange Crypto.com. The deal names Crypto.c

Online garden products company OOGarden has acquired back-of-shirt sponsorship rights at French Ligue 1 club Olympic Lyonnais

Cinch, the online car sales platform, has continued to build up its sports sponsorship inventory in a six-year deal with Premiership Rugby club Northampton Saints that includes stadium naming rights and…

Spanish LaLiga club Cádiz CF has named Turkish blockchain company Bitci as its new front-of-shirt sponsor, replacing betting operator Dafabet from last season.

Blockchain provider Socios.com has continued its football drive through a new deal with Campeonato Brasileiro Série A club Flamengo. Chiliz, which owns Socios.

India cricket captain Virat Kohli has agreed a deal to become an investor and brand ambassador for athlete recovery technology brand Hyperice

European football’s governing body’s Uefa has officially announced the three-year extension of Enterprise Rent-A-Car’s sponsorship of the Europa League in a contract that also includes the Europa Confe…

Apparel retailer Uniqlo has been named 'Official LifeWear' sponsor for the 2021 Laver Cup, which will be held at TD Garden, Boston

The National Hockey League's Detroit Red Wings have extended and expanded their partnership with Michigan-based grocery store chain Meijer to become the team's new helmet sponsor