Sponsorship & Marketing

Basketball

Global venture capital firm Cleveland Avenue has deepened its ties with WNBA side Phoenix Mercury by announcing an innovative revolving jersey patch sponsorship deal with the team.  
Multi-sport

The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).
Motorsport

New sponsorship deals have been the main driver of revenue growth for the Mercedes Formula 1 team after it announced record turnover of £546.5m (€640m/$681m) for 2023.
Ice Hockey

The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor
Esports

Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.
Athletics

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
Multiple Sports

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…
Motorsport

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.
Baseball

The arrival of a third Japan-linked sponsor for the Los Angeles Dodgers since the signing of superstar Shohei Ohtani is adding new commercial impetus for the Major League Baseball side.
Football

The Uruguayan Football Federation (AUF) is to launch a kit supply tender later this year after signing a short-term deal with Nike for the upcoming men's Copa America.
Tennis

The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.
College Sports

Under Armour has shed the Auburn Tigers from its once bulging college sports portfolio just days after Kevin Plank – the architect of the brand’s original college sports team acquisition programme – returned to his seat as chief executive.
Football

The Mexican Football Federation (FMF) has announced a sponsorship deal with Chilean wine Casillero del Diablo for Mexico's annual US 'MexTour' in a deal that encompasses the men's and women's national…
Basketball

The Women’s National Basketball Association (WNBA) has signalled its continued support for women’s reproductive freedom by agreeing a sponsorship deal with over-the-counter birth control product Opill.
Motorsport

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.
Football

With restrictions on gambling in Brazil loosening, the Campeonato Brasileiro Série A has its first title sponsor from the betting category in the form of Greece-based Betano.
Football

Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.
Baseball

Progressive Insurance has reinforced its top-three position in the US car insurance sector by extending its stadium naming-rights deal with baseball’s Cleveland Guardians through the 2036 season.