Automotive
Tributes paid as sponsorship ‘innovator’ Hester passes away
The European Sponsorship Association has paid tribute to the well-respected sponsorship industry veteran Toby Hester, who has died at the age of 57
Nissan steps up NCAA partnership with basketball deal
The North American division of Japanese automotive manufacturer Nissan has expanded its partnership with the National Collegiate Athletic Association by becoming an official corporate partner of NCAA men’s b…
Komoco Motors signs as title sponsor for revamped Singapore Cup
Komoco Motors, the sole distributor of Hyundai cars in Singapore, has signed as the title sponsor of the Singapore Cup club football competition
Hero extends as Caribbean Premier League title sponsor
Indian motorcycle manufacturer Hero MotoCorp has renewed its title sponsorship of the Caribbean Premier League Twenty20 cricket competition
Cupra takes over from Audi as Barça’s global car partner
LaLiga club Barcelona and Seat-owned sports car brand Cupra have signed a global partner deal for the next five seasons.
Cupra replaces long-term car partner Audi in the car category
BKT adds LaLiga to sponsorship portfolio
Spain’s LaLiga has named Indian tyre manufacturer BKT as an official global partner.
The three-year agreement covers the 2019-20 to 2021-22 seasons.
German Handball Federation extends Nigrin sponsorship
The German Handball Federation (DHB) has renewed its sponsorship agreement with Nigrin, the German manufacturer of automotive care products.
Nigrin is to remain a premium partner of the DHB until 2022
BMW extends title sponsorship of BMW Championship
The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs
1XBet ousts BetVictor at Liverpool, MG Motor upgrades to global
1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global
Kia teams up with Spanish Basketball Federation
The Spanish Basketball Federation (FEB) has entered into a partnership with Korean automotive manufacturer Kia
Bayer Leverkusen adds Kumho as tyre partner, Eintracht Frankfurt renews Mainova deal
German Bundesliga football club Bayer Leverkusen has partnered with Korean tyre manufacturer Kumho, while Eintracht Frankfurt has extended its agreement with regional energy supplier Mainova
Wolfsburg bundles sleeve with Linglong Tire, Hoffenheim signs RIAL
Bundesliga club VfL Wolfsburg has upgraded its newly-extended global partnership with Chinese tyre brand Linglong Tire
Honda adds League of Legends to US esports portfolio
Japanese car brand Honda has signed as the exclusive automotive partner of League of Legends in North America
Norwich seals Lotus deal on eve of Premier League return
Norwich City has confirmed a new partnership with car brand Lotus ahead of the football club’s return to the English Premier League this weekend.
Inaugural Women’s Tour of Scotland closes final deal with Arnold Clark
The inaugural Women’s Tour of Scotland cycling event has signed its final partnership with Scottish car retailer Arnold Clark.
MLS expands Audi partnership with youth academy initiative
Major League Soccer has expanded its partnership with Audi of America by launching a new youth academy support programme called "Audi Goals Drive Progress
French Basketball Federation adds Amazon, Suzuki as new partners
The French Basketball Federation (FFBB) has entered into partnerships with e-commerce company Amazon and Japanese automotive manufacturer Suzuki
AFL’s North Melbourne renews Mazda deal
Japanese automotive manufacturer Mazda has extended its long-running sponsorship of AFL Aussie rules football team North Melbourne.
The new deal will run until at least the end of the 2022 season