Sponsorship & Marketing
Everton doubles yearly fee in Hummel kit supply agreement
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)
Mercedes-Benz opts not to extend Superdome naming rights deal
German carmaker Mercedes-Benz will not extend its naming rights deal with the New Orleans Superdome after July 2021
Round-Up: Football salary cap proposed, India-Sri Lanka tour decision delay, UFC on Bilibili, and more
The president of the German football federation and the chairman of Bayern Munich are proposing a salary cap for professional football in Europe
Toronto NWHL expansion team unveils name, logo, and colors
The National Women's Hockey League expansion team in Toronto has been officially branded the Toronto Six
Bic partners with USA Swimming, two US gold medalists
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…
Interwetten poised to take Greek Super League title rights
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
Remote Dart League adds GeoComply as title sponsor ahead of second edition
The Remote Darts League (RDL) has signed up geolocation compliance technology company GeoComply as its title sponsor
Pinaco extends sponsorship of AFF Suzuki Cup
Vietnamese battery manufacturer Pinaco has extended its partnership with the Asean Football Federation Suzuki Cup to cover this year's tournament
Apparel brand Odlo acquired by Monte Rosa Sports Holdings
Swiss sports apparel company Odlo has been acquired by investment firm Monte Rosa Sports Holdings
Turnstile builds on valuation business with PTI Smarter Venues
Sports sponsorship valuation agency Turnstile has partnered with PTI Smarter Venues to build up its data-led model for pricing sponsorship and media assets
Study predicts 37-per-cent drop in sports sponsorship spend
Global sports sponsorship rights fees will fall from $46.1bn (€42.5bn) in 2019 to $28.9
Sponsors tipped to follow Investec’s demand for Epsom Derby fee reduction
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…
Round-Up: Singapore GP questions, AFL training starts, Taiwan admits more fans, and more
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
Betway ‘in talks’ to replace rival as Sevilla shirt sponsor
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 net sizeable uplift from Kelme in deal ‘signalling global ambitions’
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.
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Olympique Lyonnais reviews sponsorship goals in wake of Covid-19
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 aligns with Mediapro and Super Sports Media in Chinese commercial JV
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…
Los Angeles Rams unveil new uniforms amid brand refresh
The Los Angeles Rams have unveiled their new uniforms as part of the National Football League team's brand identity refresh