Sponsorship & Marketing
Round-Up: Joshua-Fury deal, T20 World Cup decision delayed, US Open measures deter players, and more
Boxers Anthony Joshua and Tyson Fury have agreed terms for two world heavyweight title fights, promoter Eddie Hearn has said - Sky Sports
Nascar, Advance Auto Parts strike multi-faceted partnership
US stock car racing series Nascar has signed a multiyear, multi-faceted partnership with automotive aftermarket parts provider Advance Auto Parts
Mad Lions sign Kappa sponsorship and e-commerce deal
Esports team Mad Lions has signed up global sportwear company Kappa as its kit supplier.
As part of the deal, the brand will provide kit worn by all competitors across all Mad Lions teams in Europe
Sponsor Hisense to offer Uefa.tv on smart TVs
Uefa, football’s European governing body, has expanded the reach of its Uefa.tv over-the-top streaming platform after reaching an agreement to launch the service on Hisense and Toshiba televisions.
Greek Super League agrees package and terms of Interwetten title deal
The Greek Super League board has signed off on a title sponsorship deal with online gambling operator Interwetten.
The deal is worth about €6m ($6.6
Birmingham 2022 seeks licensing partners and e-commerce provider
The organisers of the Birmingham 2022 Commonwealth Games are inviting expressions of interest for the merchandising and licensing rights to sell official Birmingham 2022 and Commonwealth Sport-branded…
Levi’s and KitKat make esports sponsorship moves
Fashion brand Levi's has signed as a supplier of the Prime League, the official League of Legends league from Riot Games for all players in Germany, Austria and Switzerland
Atlético Madrid latest club to sign up Acronis to protect data
LaLiga's Atlético Madrid has added cyber security specialists Acronis to its sponsorship portfolio. As part of the deal, the brand will provide its data protection and analysis services to the club.
ICC opens up test cricket shirt sponsorship
The International Cricket Council is permitting prominent front-of-shirt sponsors during test matches for the first time as part of its Covid-19 response
Sevilla fills sleeve position with major Valvoline deal
Spanish football club Sevilla has filled its empty shirt sleeve position, striking a significant deal with US motor oil company Valvoline
Sportfive’s Woodman advocates ‘careful’ integration of extra Premier League ad inventory
The creation and sale of extra advertising inventory at behind-closed-doors Premier League matches will need to be managed carefully in order to retain the right “look and feel” as the English top fli…
‘Game-changer’ Nike swoops in for long-term Hegerberg deal
Women’s football star Ada Hegerberg has signed a long-term endorsement contract with sporting goods giant Nike in a switch from rival sports brand Puma.
Leicester Tigers extend travel supplier contract with Clarity Sports
Rugby union's Leicester Tigers have signed a renewal to their agreement with travel company Clarity Sports
Wanda Sports’ 26-per-cent Q1 revenue drop caused by cyclicality and Covid-19
Wanda Sports Group, the owner of the Infront agency, among other interests in sport, suffered a 26-per-cent year-on-year revenue drop in the first quarter of 2020 as its Spectator Sports and Mass Participation…
Yanmar extends sponsorship of AFF Suzuki Cup
Japanese diesel engine manufacturer Yanmar has renewed its sponsorship of the AFF Suzuki Cup to cover this year’s tournament, the company’s third partnership with the championship.
Everton nets lucrative Cazoo shirt sponsorship with women’s and youth rights still to sell
English Premier League club Everton has struck a three-season deal to make online car retailer Cazoo its new shirt sponsor
Several Charlotte-area teams cut ties with CPI Security
Active corporate sponsor faces blowback after downplaying issues of racial injustice
Veolia adds environmental and women’s team strategy to Lyon deal
Utility company Veolia has become the official ‘Environmental Partner’ of French Ligue 1 club Olympique Lyonnais and the sleeve sponsor of the club’s title-winning women’s team.
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