Sponsorship & Marketing

Athletics

The mass participation events industry is undergoing a consolidation as participation levels at some second-tier events fall, but Infront’s dominant position in delivering the top events has enabled f…
Football

Asian sports betting company Yabo Sports has appointed Steven Gerrard, the manager of Scottish football team Glasgow Rangers and former Liverpool FC player, as a brand ambassador
Motorsport

The MotoGP motorcycling championship has further embraced the world of blockchain technology through a partnership with Animoca Brands, with the Hong Kong-based mobile games developer completing a strategic…
Cycling

Women’s WorldTour outfit Boels-Dolmans Cycling Team will be seeking a new title sponsor after the 2020 season after equipment rental company Boels Rental and Dolmans Landscaping Group opted to end their b…
Formula 1

McLaren Racing’s new managing director of sales and marketing Mark Waller is promising more consumer-facing brand partnerships and a “much more aggressive” approach to digital and social media from the m…
Football

Financial services company Fiserv has signed as a new Official Partner of Premier League club Chelsea. SportBusiness Sponsorship understands that deal is worth about £1m (€1.1m/$1.2m
Cycling

The International Cycling Union (UCI) has signed a wide-ranging Memorandum of Understanding with online training and racing platform Zwift, through which it will develop cycling esports and hold a first-ever…
Olympic Games

Technology firms Alibaba Cloud and Intel have unveiled plans for joint work on broadcast-related technology at the Tokyo 2020 Olympic Games
Athletics

Japanese sportswear company Asics has extended its deal to be an Official Partner of the International Association of Athletics Federations for 10 years, until 2029
Esports

English Premier League football club Manchester City has built on its presence in esports by agreeing what it claims is an innovative partnership with US esports and entertainment organisation FaZe Clan
Football

Major League Soccer team LAFC has signed a multiyear partnership with Mexican soft drink brand Jarritos
Football

Dutch isotonic drinks manufacturer Osonyq has further enhanced its football portfolio by agreeing a partnership with English Premier League club Everton
Football

European football’s governing body Uefa has officially launched the sales process for the sponsorship rights to its men’s club competitions for the period 2021-24.
Tennis

The Halle Open, Germany’s leading tennis tournament on the men’s ATP Tour and a traditional warm-up event for the Wimbledon Championships, remains in talks to secure a new title sponsor as it prepares for…
Football

Nashville SC has signed Renasant Bank as its jersey sponsor as well as its official banking partner when the team moves to Major League Soccer next year
Ice Hockey

The Infront agency has signed a 10-year extension to its media and sponsorship rights sales agreement with the International Ice Hockey Federation
Football

Nutritional supplements brand Herbalife Nutrition France has a become an Official Sponsor of the Olympique Lyonnais women’s team in a one-year deal to June 30, 2020.
Cricket

The England and Wales Cricket Board (ECB) has signed up US-based sports headwear and apparel brand New Era as the Official Headwear Supplier to The Hundred