Sponsorship & Marketing
Protocol to sell media, sponsorship rights to 3×3 basketball event
Protocol Sports Marketing, the Toronto-based agency, has been appointed to distribute international media and sponsorship rights to the 5 Tournament Pro Basketball Invitational, a new 3-on-3 basketball…
Anderlecht replaces main sponsor BNP Fortis Paribas with Belfius-owned brands
Belgian Pro League club Anderlecht has signed a new front-of-shirt deal with Belfius Insurance that will give branding rights to two Belfius-owned brands
DDMC Fortis rebrands as Football Marketing Asia
DDMC Fortis, the agency with the exclusive mandate to market Asian Football Confederation commercial rights in the 2021-28 period, is rebranding as Football Marketing Asia (FMA)
NWSL adds Google as new sponsor ahead of return to action
The United States National Women's Soccer League (NWSL) has added global technology giant Google to its sponsorship portfolio
Premier League wraps delivered in double-quick time for restart
The lower-tier stadium wraps that have featured in every Premier League match since the restart were conceived and delivered in weeks, SportBusiness can reveal
Roma develops Qatar Airways deal to include women’s team
Italian football club AS Roma has expanded its agreement with global airline Qatar Airways to include main sponsorship of its women's team
NFL teams to tarp off lower rows of seats, sell the space
Move designed to be both safety enhancement and new revenue driver
Activision Blizzard to work with Excel Sports Management on sponsorship sales
Esports organisation Activision Blizzard has signed a contract with the US-based sports marketing agency Excel Sports Management to support its sponsorship sales process
IBM extends Wimbledon deal, creates integrated team with AELTC
Global technology company IBM and the All England Lawn Tennis Club (AELTC), the organisers of the Wimbledon Championships, have extended their 30-year relationship with a new long-term contract
Amazon acquires naming rights to forthcoming Seattle arena
Online retail giant to use naming rights to spotlight Climate Pledge initiative
Tokyo Olympic organisers begin re-engagement with sponsors
Tokyo 2020 organisers are starting talks with sponsors next month about the implications of the rescheduled Olympics
Round-Up: Fifa’s $1.5bn relief fund, Chinese Olympic stream breaks 85m, DAZN Japan cable deal, and more
Fifa is investing $1.5bn (€1.3
BCCI ‘considers kit supplier tender’ as Nike deal nears end
The Board of Control for Cricket in India (BCCI) could issue an invitation to tender for kit sponsorship rights before its deal with Nike ends in September, it has been claimed
Uefa and Team kick off licensing rights sales in 11 categories
Uefa and the Team Marketing agency have initiated the process to invite offers for licensing rights across 11 different categories during the 2021-24 club competitions cycle
FIH looks to merchandise sales in four-year Kayford Branding deal
The International Hockey Federation has announced a four-year agreement with Kayford Branding, a company well versed in manufacturing and exporting licensed products
ESA survey signals ‘cautious optimism’ in sponsorship sector as sport returns
A survey by the European Sponsorship Association (ESA) has revealed a mood of ‘cautious optimism’ among stakeholders in sponsorship as sport and entertainment returns from the hiatus forced by the Cov…
BMW extends Belgian FA deal, as revamped women’s league seeks title sponsor
BMW Group Belux has extended its sponsorship of the Belgian FA for the next four years, from 2020-21 to 2023-24
Lazio is latest Serie A club to add sleeve sponsor with Frecciarossa deal
Italian Serie A club Lazio has signed up high-speed train network Frecciarossa as its new sleeve sponsor.
The deal begins immediately and will run until the end of the 2021-22 season