Sponsorship & Marketing
BodyArmor becomes MLS’s official sports drink partner
Major League Soccer has signed a multi-year partnership with BodyArmor, which will become the league's official sports drink partner from next year
FEI adds Cavalor to sponsorship stable
The International Equestrian Federation (FEI) has agreed a sponsorship deal with Belgian-based equine nutrition brand Cavalor
AC Milan carries on with Piquadro
Italian Serie A football club AC Milan has agreed a one-season extension to its partnership with leather accessories manufacturer Piquadro
Endeavor IPO expected to raise over $600m as share price named
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
Socios.com adds Galatasaray to European club portfolio
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
Fiat celebrates landmark with Racing Club shirt sponsorship
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
Tiscali, 11 Travel Group brand Cagliari training kit
Sardinian companies Tiscali and 11 Travel Group have signed as the training sponsors of Serie A club Cagliari
Plus Ultra Seguros extends Liga Asobal backing
Spanish insurance group Plus Ultra Seguros has extended its sponsorship of Liga Asobal, the top division of domestic club handball, into a fifth season
Leicester City signs Yabo Sports as official club partner
Premier League club Leicester City has signed a partnership with Asian betting brand Yabo Sports
Secret deodorant supports NWSL with $200,000 ticket purchase
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…
France returns to single competition kit supplier as Paris 2024 to issue ITT
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
Goodball.com deal ends Real Sociedad’s shirt sponsor search
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
OVG forms International Venue Alliance, commences Silverstone naming rights search
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…
Dunkin’ extends NWHL partnership
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.
PGA Tour announces Yeti partnership
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
IOC signs apparel deal with Hengyuanxiang Group
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
Unibet becomes New Jersey Devils’ latest sports betting partner
The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet
Ambuja Cements to activate around India cricket series against South Africa
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