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.
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 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.