Sponsorship & Marketing
Michelob deepens golf association through PGA of America extension
Anheuser-Busch InBev's strategy to position Michelob Ultra as the aspirational sports beer of choice has been further cemented through the company's renewal of its sponsorship deal with the PGA of America.
G2 Esports appoints Logitech G’s Christiansson in leadership shift
G2 Esports, one of the few profitable teams in the gaming industry, has appointed former Logitech G and Dreamhack executive Henning Christiansson to be its new commercial director as it looks to move on from a period of upheaval.
Barclays set for WSL title renewal
Global bank Barclays is believed to be close to finalising a title sponsorship renewal with the Women’s Super League (WSL).
The Daily Telegraph has reported that the bank is set to pay £9m ($11.4m/€10.5m)
In-game digital buys becoming key revenue stream for esports teams
A shift in the esports revenue distribution model away from prioritising sponsorship to focus more on in-game digital purchases is set to become the new norm, industry experts have predicted.
Uefa issues separate tender for women’s competitions ball, apparel supplier
Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.
Elevate acquires Fenway Sports’ consulting arm
Elevate has fully acquired Fenway Sports Management's Consulting Group, taking over the Boston-based company's client list and nine-person staff
Texas Rangers makes owner-linked patch deal with Energy Transfer
World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer
Liberty Media’s Dorna takeover set to drive F1-MotoGP efficiencies
Dorna Sports’ expected sale to Liberty Media for over €4bn ($4.3bn) offers the potential to generate a host of commercial efficiencies across both Formula 1 and MotoGP in a watershed moment for motorcycling.
AliExpress becomes latest Chinese brand to sponsor Euro 2024
Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.
Samsung backs breaking, skateboarding and surfing
Long-standing Olympic sponsor Samsung has become a commercial backer of breaking, skateboarding and surfing properties ahead of Paris 2024 but sponsorship support for the sports’ governing bodies remains m…
Premier League enters VR gaming with Rezzil investment and licensing deal
The English Premier League today announced it has acquired a stake in virtual reality software firm Rezzil and agreed a new four-year licensing agreement.
Ralley leaves World Rugby for St Andrews commercial role
James Ralley, World Rugby’s director of partnerships and brand, has left the organisation to become the commercial director for the St Andrews Links Trust, the body that manages the seven links golf courses at St Andrews in Scotland.
Laporta threatens Nike termination as club seeks ‘best contract’
FC Barcelona’s president Joan Laporta has ramped up the pressure on kit supplier Nike to either quit or pay more to the debt-laden LaLiga club.
NFL’s expanded Global Markets Program adds five countries, four teams
The National Football League has once again expanded its Global Markets Program, taking the initiative to five new countries in South America, Asia and Africa and opening up commercial opportunities for four more franchises.
NRL’s Rabbitohs and Bulldogs extend betting sponsors block
Two Australian National Rugby League teams, the Canterbury-Bankstown Bulldogs and the South Sydney Rabbitohs, have agreed to extend a block on betting sponsorship for a further three years.
Stage set for bidding war as FFF launches kit supplier tender
The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.
Aston Villa seals ‘biggest ever shirt sponsorship’ with Betano
Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.
IPL 2024: Every new team deal from cricket’s richest league
The 2024 Indian Premier League (IPL) season kicks off with all teams having bolstered their sponsorship portfolios in the run-up to cricket's biggest and most lucrative tournament.