Sponsorship & Marketing

Everton’s new kit supply deal, with Danish brand Hummel, will net the club almost double the income of its existing deal with Umbro. SportBusiness understands the agreement is worth about £9.5m (€10.6m/$11.6m)

German carmaker Mercedes-Benz will not extend its naming rights deal with the New Orleans Superdome after July 2021

The president of the German football federation and the chairman of Bayern Munich are proposing a salary cap for professional football in Europe

The National Women's Hockey League expansion team in Toronto has been officially branded the Toronto Six

Leading disposable consumer products company Bic has become the official razor of USA Swimming and has signed individual partnerships with two United States Olympic gold medalists Katie Ledecky and Simone M…

Maltese online gambling operator Interwetten is close to finalising a title sponsorship deal with the Greek Super League, the top level of professional football in Greece

The Remote Darts League (RDL) has signed up geolocation compliance technology company GeoComply as its title sponsor

Vietnamese battery manufacturer Pinaco has extended its partnership with the Asean Football Federation Suzuki Cup to cover this year's tournament

Swiss sports apparel company Odlo has been acquired by investment firm Monte Rosa Sports Holdings

Sports sponsorship valuation agency Turnstile has partnered with PTI Smarter Venues to build up its data-led model for pricing sponsorship and media assets

Global sports sponsorship rights fees will fall from $46.1bn (€42.5bn) in 2019 to $28.9

Sponsors of UK horse racing will follow the example of Epsom Derby title sponsor Investec in calling for fee reductions because of reduced programmes caused by the Covid-19 pandemic, an industry expert…

The promoter of the Singapore Formula One Grand Prix has said it would be "unfeasible" for it to stage a race with no fans. The race is scheduled for September 20

Top-flight Spanish football club Sevilla is in advanced negotiations over a shirt sponsorship deal with online betting operator Betway, it has been claimed

Watford’s new kit deal with Kelme – a first for the sportswear company in the Premier League – will land the club a larger fee, more freedom over design and a greater presence in China. K

French Ligue 1 football club Olympique Lyonnais has downgraded its objective of achieving between €43m ($46.5m) and €46m in sponsorship income next season because of the Covid-19 pandemic.

LaLiga, the organising body of the top two divisions of Spanish club football, has formed a joint venture with Spanish rights and production agency Mediapro and Super Sports Media, a subsidiary of Chinese…

The Los Angeles Rams have unveiled their new uniforms as part of the National Football League team's brand identity refresh