Sponsorship & Marketing
Starbucks, Kraken secure wide-ranging agreement
Seattle, Washington-based global coffee chain Starbucks has secured a multiyear partnership with National Hockey League expansion team Seattle Kraken, which is focused on the franchise's Kraken Community…
Big3 names Taco Bell its official restaurant partner
Ice Cube's Big3 basketball league has brought in fast food chain Taco Bell as its official restaurant partner ahead of the 2021 season tip-off, scheduled for July 10 in Las Vegas, Nevada
Adidas strikes six-year extension with Benfica as club seeks shirt sleeve sponsor
Sporting goods brand Adidas has renewed its kit supplier contract with Portuguese football club Benfica for another six years, extending until 2027
Monaco shirt rights acquired by eToro, Fedcom switches to ‘Legacy Partner’ role
Multi-asset investment platform eToro has upgraded its relationship with French Ligue 1 outfit AS Monaco to become the club’s main shirt sponsor.
Getty Images to become official photographic agency of Wolves
English Premier League football team Wolverhampton Wanderers have agreed a deal for photographic agency Getty Images to become its exclusive photographic provider
Sportfive’s APAC head Staiti stepping down
The Sportfive agency's head of Asia-Pacific and president of global sales, Adrian Staiti, is stepping down from the company in the coming months, SportBusiness understands
New rules allow clubs to wear sleeve sponsors in Uefa club competitions
European football clubs playing in the first qualifying round of the 2021-22 Uefa Champions League next week will be the first to display shirt sleeve sponsors thanks to new rules drawn up by European…
Nascar, iRacing expand partnership
Nascar has expanded its long-standing relationship with esports partner iRacing, which has now been designated the US stock car racing series' official simulation partner.
AT&T 5G unveiled as presenting sponsor of 2021 MLS All-Star Skills Challenge
The 2021 MLS All-Star Skills Challenge, a key event of the Major League Soccer All-Star Game festivities, has secured AT&T 5G as its presenting sponsor, as well as three other commercial partners.
FTX extends sports push with Brady, Bundchen partnership
Cryptocurrency exchange FTX has taken another significant step to enhance its presence within the global sports industry by striking a partnership with Tom Brady, quarterback of the National Football League's…
Sportfive seeks further growth in Spain as Vieta handed key role
The Sportfive agency has detailed plans to enhance its presence and activity in the Spanish market
Kim Kardashian’s Skims brand secures Team USA apparel deal ahead of Tokyo Olympics
Kim Kardashian's clothing brand Skims will provide the official underwear, loungewear, and pajamas for female United States athletes at the Tokyo Olympic and Paralympic Games this summer
Opel takes over from Volkswagen in Irish Rugby’s car category
Opel Ireland, the Irish division of the Opel car brand, has agreed a three-year sponsorship of the Irish Rugby Football Union spanning both the men’s and women’s international teams.
Formula 1 adds Crypto.com to global sponsor roster
Cryptocurrency platform Crypto.com has today (Tuesday) broadened its presence in Formula 1 by signing up as the seventh top-tier global partner of the motor-racing championship
Betano replaces NOS at Sporting CP as Nike confirmed as kit supplier
Portuguese Primeira Liga football club Sporting Clube de Portugal will kick off the 2021-22 season with betting operator Betano as its new front-of-shirt sponsor
Bettman: NHL boosted by positive reaction to helmet ads
Commissioner says lack of fan pushback fuels decision to maintain inventory
UFC opens up weight division presenting sponsorships with Battle Motors partnership
The Ultimate Fighting Championship has signed a multifaceted partnership with electric vehicle technology company Battle Motors, which has been designated the organization's official light duty truck as…
NBA grows sponsorship business 6 per cent to record mark
Multiple active categories, jersey patch deals fuel growth for league, 30 teams