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The International Olympic Committee (IOC) is generating record income from its TOP sponsorship programme for the 2017-2020 cycle following a deal with technology company Intel, announced last month.

Premier League club Arsenal last month agreed a deal with Hollywood film studio Universal Pictures to promote a number of Universal’s new releases, including Despicable Me 3, which launched in North America and the UK on June 30.

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.

US-based cable television operator Comcast is targeting a young and tech-savvy audience through its sponsorship of the esports competition brand ESL North America and top US-based esports team Evil Geniuses.

Highlights and insights from the European Sponsorship Association conference held in London in April 2013

LaLiga club Espanyol has reportedly signed a new front-of-shirt deal with LD Sports – the mysterious, newly-launched Chinese content platform and shirt sponsor of Premier League club Southampton.

Vietnamese sports and digital media company Next Media has sealed a deal with the Vietnamese football federation to become the Asean Football Federation under-19 youth championships title sponsor

Chinese technology conglomerate Tencent Holdings earned $64m (€57.1m) from sponsorship deals related to its esports operations in the first half of 2019. according to reports.

US esports organisation Team Liquid has signed a new shirt deal with superhero movie franchise Marvel, maker of the hugely popular Avengers series