Sponsorship & Marketing
NHL announces five-year Truly Hard Seltzer partnership
The National Hockey League has named the Boston Beer Company's Truly Hard Seltzer its official hard seltzer partner in a five-year deal
Taishan Sports extends commitment to United World Wrestling
United World Wrestling has agreed a long-term extension to its partnership with Chinese sports equipment manufacturer Taishan Sports
Electric SUV series Extreme E adds LuisViaRoma as fashion partner
Extreme E has signed up LuisaViaRoma as its Official Fashion Partner.
The new electric SUV off-road racing series has agreed a four-year deal with the luxury Italian fashion retailer
Juventus deal with adidas worth minimum €50.1m per year – financial report
Italian Serie A club Juventus renewed its technical partnership with adidas for a minimum fixed fee of €408m ($448m) over eight years, the club’s 2018-19 financial report has confirmed.
Online shopping service Honey names Clippers training centre
The NBA’s LA Clippers and LA-based technology company Honey have entered into a naming rights partnership for the franchise’s revamped training centre.
Sponsors sign on for Qatar’s World Beach Games
The 2019 World Beach Games local organising committee has unveiled a host of Qatari and international companies as partners and sponsors of the inaugural edition of the multi-sport event which takes place…
Mastercard to sponsor Southeast Asian Games
Mastercard has agreed to be an official sponsor of this year's Southeast Asian Games and ASEAN Para Games in the Philippines
Arsenal teams up with Global Kapital Group
English Premier League football club Arsenal has entered into a partnership with financial technology company Global Kapital Group
Williams F1 to lose PKN Orlen after Robert Kubica exit
Polish oil company PKN Orlen will terminate its contract with Formula One team Williams Racing at the end of the 2019-20 season
Reale Seguros signs extended sleeve deal with Real Betis
Spanish LaLiga football club Real Betis has renewed its partnership with sleeve sponsor Reale Seguros
Nike drops Antonio Brown as an endorser
Move by sports footwear and apparel giant is latest chapter in ongoing saga around the troubled NFL wide receiver
Olympique Lyonnais adds Deliveroo and Teddy Smith as on-kit sponsors
French Ligue 1 club Olympique Lyonias has added food delivery service Deliveroo and menswear brand Teddy Smith to its sponsorship portfolio
Crédit Mutuel backs French Athletics Federation
French cooperative bank Crédit Mutuel has signed a five-year sponsorship deal with the French Athletics Federation (FFA).
Tabcorp signs as first Official Wagering Partner of the NFL in Australia
Australian gambling and entertainment group Tabcorp (TAB) has signed a multi-year agreement to become the exclusive Official Wagering Partner of the NFL in Australia
Qatar Airways adds Belgium’s KAS Eupen to football portfolio
Belgian First Division A football club KAS Eupen has unveiled Qatar Airways as its new front-of-shirt sponsor.
The multi-year deal is effective from the 2019-20 season
F1 agrees extension to Singapore Grand Prix title sponsorship with Singapore Airlines
Singapore Airlines has signed a deal with Formula One to extend its title sponsorship of the Singapore Grand Prix until 2021
Western Sydney Wanderers extends with JD Sports
Australian A-League club Western Sydney Wanderers has extended its Co-Major Partner agreement with sports retailer JD Sports for the 2019-20 Hyundai A-League season
San Francisco 49ers sign new whiskey, casino partnerships
The San Francisco 49ers have signed a multiyear partnership with San Francisco-based Gold Bar Whiskey, which will become the official whiskey of the National Football League team