Consumer Electronics

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Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.

In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.

With the ‘Be a Shot Maker’ campaign, smart phone brand Oppo leveraged its ICC partnership to boost exposure in its South Asian strongholds and new UK target market.

English Premier League football club Manchester City has agreed a new partnership with South Korean sports service developer Superbloke and has extended its deal with Hong Kong-based direct selling company…

Ligue 1 club Paris Saint-Germain has renewed and broadened its partnership with US video game developer Electronic Arts to 2023- 2024

Chinese consumer electronics corporation Skyworth is the official television partner for the 2019 Southeast Asian Games, as well as the 2020 Asean Para Games, in a deal with international sports media…

Bundesliga club Borussia Mönchengladbach has extended its partnership with French electrical wholesaler Sonepar.

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EA Sports’ sponsorship of the Premier League Primary Stars schools programme put the Fifa video game at the centre of the teaching resources provided by EA Sports and drove engagement with teachers and pupils alike.

Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.

Chinese smartphone brand Oppo has combined the launch of its flagship Reno handset with its ICC Cricket World Cup campaign: #BeAShotmaker.

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.

Fnatic's new front-of-shirt deal with Chinese smartphone maker OnePlus is believed to be the biggest shirt deal in esports history, SportBusiness Sponsorship has learned.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

Italy’s top football league, Lega Serie A, ought to be on course for a decent increase in the value of its centrally-sold sponsorship rights from the €34m ($40m) it earned in 2017-18, having agreed deals this month for the Serie A title sponsorship, Official Ball Supplier and Official Video Gaming licensing rights for the next three seasons. 

Despite an anticipated 35-per-cent uplift in the value of its Champions League and Europa League commercial revenue from 2018-19 to 2020-21, two brands will pay less for their rights in the next cycle.

Switzerland-based online financial services company Swissquote recently renewed its global partnership with Premier League football club Manchester United

Video game company EA Sports continues to make licensing and marketing agreements with football’s leading rights-holders in order to grow the Fifa game franchise.

Video game company EA Sports has extended its Global Sponsor agreement with LaLiga champions Real Madrid and made Cristiano Ronaldo the cover star of Fifa 18.

Chinese consumer electronics brand Hisense has focused on brand building in key national markets but is moving towards global sports properties as its coverage and distribution network expands

Chinese consumer electronics brand Hisense signed as an Official Sponsor of World Cup 2018 in Russia last month in an eight-figure dollars deal.

US consumer electronics brand Logitech and Asian broadcaster Star Sports this month joined McLaren-Honda Formula One under multiyear agreements as the team seeks to expand portfolio during the 2017 series.

German banking group ING-DiBa has renewed as the main sponsor of Germany’s national basketball and national wheelchair basketball teams at roughly the same fee as the previous deal, despite the retirement of the brand’s long-term brand ambassador, Dirk Nowitzki, from international basketball at the start of this year.

Financial services company HSBC will aim to “bring cycling to every family in the UK” under its new main sponsor agreement with British Cycling, the brand’s first major deal outside of golf, rugby union and tennis.

Mobile phone manufacturer Vivo’s growing Chinese market share was key to its deal to become the Official Mobile Phone Partner of the NBA in China and replace domestic rival ZTE.