Sponsorship & Marketing
Duke’s Mayonnaise to sponsor Charlotte college football bowl game
The Charlotte Sports Foundation has named condiment brand Duke’s Mayonnaise as the new title sponsor of the organization’s regular-season college football game and postseason bowl game.
T
North Carolina Courage brings in IQONIQ as sleeve sponsor
The National Women's Soccer League's North Carolina Courage has unveiled fan-engagement platform IQONIQ as its new sleeve sponsor
Maes beer returns to scene of former glories at Standard Liège
Belgian Pro League club Standard Liège has welcomed back the Maes beer brand – a former main shirt partner – to its sponsorship roster.
Denver Broncos deal helps Betfred build presence in Colorado
National Football League franchise Denver Broncos has signed up gambling firm Betfred USA Sports as a new sponsor
Microsoft’s NBA deal puts tech giant among the league’s highest-paying sponsors
The NBA’s multi-year sponsorship deal with Microsoft, signed in April, places the technology giant among the highest-spending brands on the NBA’s roster.
Utah Royals bring in Soleil Energy as primary jersey sponsor
The National Women's Soccer League's Utah Royals have unveiled Soleil Energy as the team's new primary jersey sponsor
Geneva Open future secured with new title sponsor, ATP Tour to resume in August
The Geneva Open, the ATP 250 tennis tournament, has signed up private bank Gonet & Cie SA as its title sponsor
European Tour agrees Loch Lomond Whiskies sponsorship for UK events
Golf's European Tour has signed up single malt whisky brand Loch Lomond Whiskies to its sponsorship portfolio
Red Bull extends race title deals as MotoGP gears up for restart
Energy drink Red Bull has made deals to title or co-title sponsor up to four MotoGP races in 2020, including the opening two races of the restarted season
DAZN unveils multi-faceted partnership with AutoTrader.ca in Canada
DAZN Group, the global sports subscription service and media company, has signed an exclusive partnership in Canada with automotive online marketplace AutoTrader.ca surrounding its Premier League coverage.
LA Rams partner with local streetwear brand BornxRaised
The National Football League's Los Angeles Rams have partnered with LA-based apparel company BornxRaised to create a streetwear-inspired clothing collection.
EA Sports names Ravens’ Jackson to “Madden” cover
Reigning league MVP featured in venerable video game franchise
Lyon and Groupama remain engaged over naming rights renewal
Ligue 1 club Olympique Lyonnais is still locked in negotiations over a potential stadium naming rights renewal with insurance group Groupama
Atlético Mineiro adds Betsul to array of kit sponsors
Brazilian football club Atlético Mineiro has signed up online gambling brand to its sponsorship portfolio.
Sri Lanka Cricket extends TV rights tender amid India series questions
Sri Lanka Cricket has again been forced into extending its global media-rights invitation to tender process, amid reports of concerns from bidders over the status of its scheduled series against India
Cadbury joins Tottenham Hotspur as official snack in multi-strand sponsorship
Premier League club Tottenham Hotspur has signed a new sponsorship deal with food group Mondelēz – making chocolate brand Cadbury the club’s official snack partner.
FC Dallas seeks new jersey sponsor as AdvoCare moves to become sleeve sponsor
Major League Soccer's FC Dallas is looking for a new main jersey sponsor after it was announced that current partner AdvoCare will become the team's inaugural sleeve-patch partner in 2021
Denver Broncos seal sports betting partnership with FanDuel
The Denver Broncos and FanDuel Group have announced a multiyear partnership, which designates the prominent gaming operator an official sports betting and daily fantasy partner of the National Football…