Sponsorship & Marketing

Major League Soccer has signed a multi-year partnership with BodyArmor, which will become the league's official sports drink partner from next year

The International Equestrian Federation (FEI) has agreed a sponsorship deal with Belgian-based equine nutrition brand Cavalor

Italian Serie A football club AC Milan has agreed a one-season extension to its partnership with leather accessories manufacturer Piquadro

Endeavor, the talent agency and sports and entertainment group that owns talent management company IMG, expects to issue 19.4 million shares at a price of between $30 (€27.0

Galatasaray Sports Club has become the first Turkish club to partner Socios.com, the first application of its kind to offer blockchain-based fan tokens. Socios

Italian automotive manufacturer Fiat has stepped up its association with Argentinian Superliga football team Racing Club by agreeing a short-term deal to become its main sponsor

Sardinian companies Tiscali and 11 Travel Group have signed as the training sponsors of Serie A club Cagliari

Spanish insurance group Plus Ultra Seguros has extended its sponsorship of Liga Asobal, the top division of domestic club handball, into a fifth season

Premier League club Leicester City has signed a partnership with Asian betting brand Yabo Sports

Procter & Gamble's Secret deodorant is continuing its support of women's soccer in the United States by committing $200,000 to purchase 9,000 tickets to National Women’s Soccer League games for the re…

The organising committee for the 2024 summer Olympics in Paris is set to issue an invitation to tender aimed at sportswear manufacturers as it seeks a single kit supplier for the various French teams

Spanish LaLiga football club Real Sociedad has ended its search for a new main sponsor after agreeing a deal with Asian sports media platform Goodball.com

US venue development, advisory and investment company Oak View Group has launched a global venue collective and will seek out a naming rights partner for British motorsport circuit Silverstone, which has…

The National Women’s Hockey League has gained another commercial boost ahead of the new season with the extension of a sponsorship deal with the Dunkin’ restaurant brand.

The PGA Tour has announced a partnership with premium outdoor lifestyle chain Yeti, which will become the official insulated cup and official insulated cooler of the PGA Tour and PGA Tour Champions

The International Olympic Committee has agreed a new partnership with Chinese textile company Hengyuanxiang Group (HYX) spanning the next two editions of the Olympic Games

The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet

Indian cement manufacturer Ambuja Cements will be the official partner of the Indian cricket team for its upcoming six-game home series against South Africa