Sponsorship & Marketing

US-based investment firm Sixth Street Partners is reportedly among the firms preparing a bid for a share of the Bundesliga broadcast and commercial rights business as the German Football League (DFL),…

US automotive manufacturer Ford will return to Formula 1 for the first time in more than two decades after entering into a long-term strategic technical partnership with Red Bull Racing

American Honda, the North American subsidiary of Japanese automotive company Honda, is maintaining a significant presence in golf by announcing a wide-ranging, multi-year partnership with golf entertainment…

The National Football League's Las Vegas Raiders have partnered with Boyd Gaming, making Boyd's 10 Las Vegas Valley casinos the official and exclusive local casinos of the Raiders and Allegiant Stadium

NASCAR and Ally Financial have announced a multi-year partnership that makes Ally Bank the official consumer bank of NASCAR and NASCAR-owned tracks

The Los Angeles Angels have named Foundation Building Materials (FBM) as the team's official jersey patch partner, becoming the fourth Major League Baseball club to announce such a deal

World Wrestling Entertainment's (WWE's) sponsorship revenue is up 43 per cent year-over-year to $15m (€13.9m) ahead of WrestleMania 39.

Back-to-back Formula 1 world champion Max Verstappen has signed an endorsement deal with Electronic Arts Sports, which includes branding on the chin of the Red Bull Racing driver's helmet for the 2023…

Watchmaker Rolex has renewed its title sponsorship of the Shanghai Masters ATP 1000 tournament in a 10-year deal running from 2023 to 2032

The French Rugby Federation (FFR) has signed a sponsorship agreement with temporary work and recruitment company Manpower in a deal brokered by the Infront agency

Major League Wrestling (MLW) has named online gaming company BetOnline as its new title sponsor and official sportsbook partner

Belgian Pro League club Sint-Truidense VV has agreed a deal for wasabi producer Daio to take on naming rights to its home stadium, Stayen

Conmebol, the governing body for football in South America, has added Coca-Cola to its sponsorship portfolio in a four-year deal covering various club competitions

Spanish LaLiga club Cádiz CF has signed Digi, the telecoms arm of Digi Communications, as its front-of-shirt sponsor midway through the season, just five months after announcing Khalifa Capital in the …

Formula 1 racing team Red Bull Racing has added e-commerce technology company Rokt to its sponsorship portfolio ahead of its high-profile 2023 car launch in New York on February 3

Global streaming service Netflix will promote its upcoming PGA Tour-focused docuseries Full Swing via a Michelob Ultra commercial during the Fox broadcast of Super Bowl LVII on February 12

Major League Baseball's Arizona Diamondbacks have agreed a multi-year deal with Arizona-based global technology distributor and solutions provider Avnet that will see the company's logo on the sleeve of…