Newly-promoted Indian I-League club Trau FC has announced that sporting event company Aciesta Sports Alliance will be its title sponsor for the 2019-2020 season

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

Auckland-based basketball team the New Zealand Breakers has agreed a deal for pay-television broadcaster Sky Sport to become its new naming-rights sponsor

Industry experts have questioned Southamption's new “record” shirt deal with Chinese brand LD Sports, which was officially announced on Monday as the “biggest sponsorship deal in the club’s history”. But L

English Premier League football club Southampton has announced a record sponsorship deal which will make LD Sports, a new sports content, marketing and entertainment platform for the Chinese market, its…

Formula One motor-racing team Williams has agreed a multi-year partnership with UK newspaper the Financial Times

After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.

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.

Indian Premier League cricket franchise Kings XI Punjab has signed Hindi-language news channel Aaj Tak as its new main sponsor as it prepares to commence its 2019 campaign

Major League Soccer club Minnesota United has announced a partnership with two local companies for sponsorship at the club's new Allianz Field in St Paul

Media relations consultancy APO Group has extended its role as the main official sponsor of Rugby Africa, the governing body of rugby union on the continent

The cycling industry view that Team Sky is too good to go without a new main sponsor appears to have been confirmed by one of Team Sky's sports directors

Premier League club Arsenal has entered into a partnership with Zoom Video Communications

The Luxembourg Football Federation (FLF) has extended its sponsorship deal with commercial broadcaster RTL

Australian commercial broadcaster Nine has pointed to a new strategic approach as the reason behind an oversubscribed offering for sponsorship of its coverage of the Australian Open tennis grand slam

German telco Deutsche Telekom has agreed a deal for its MagentaSport service to become the new title sponsor of the BBL Pokal domestic basketball competition

Sky has announced it is withdrawing its backing for the Team Sky cycling team at the end of 2019

US movie studio Marvel has entered into a partnership that will see it back South Africa’s Super Rugby franchises during the 2019 edition of the club competition.

GoUSA TV, the streaming television channel of Brand USA, the destination marketing organisation for the United States, has extended its backing of the NFL American football league’s London Games ahead of …

Norwegian newspaper VG has extended its sponsorship deal with Norges Fotballforbund (NFF), football’s governing body in the country.

Next-gen social platform Vero has entered into a partnership with the World Surf League

Sports media and technology company Deltatre has agreed a deal to sponsor the upcoming edition of the Asian Games multi-sport event in Indonesia.

German Bundesliga football club Borussia Dortmund has agreed a partnership with the media platform, stating that the deal is an example of its ongoing strategy with regards to esports.

Asian media company Leisu Sports has agreed a deal to become English Premier League football club Huddersfield Town’s new sleeve sponsor.

English Premier League football club Arsenal has entered into a partnership with music and streaming platform Tidal.

Etihad Stadium in the Australian city of Melbourne is to be renamed as Marvel Stadium through an agreement between Melbourne Stadiums Limited and The Walt Disney Company Australia.

US subscription video-on-demand service Hulu has agreed a deal to sponsor the NHL ice hockey league and the NHL Players’ Association during this year’s season-ending Stanley Cup Playoffs and Final.

Radio network 93.5 Red FM has renewed its sponsorship of Indian Premier League Twenty20 cricket team Sunrisers Hyderabad.

Royal Challengers Bangalore has signed OTT entertainment platform Eros Now as its title sponsor for the 2018 season of the Indian Premier League (IPL) Twenty20 cricket competition.

North America’s Major League Baseball has renewed its Game of Thrones-focused partnership with US pay-television broadcaster HBO.

Streaming service Hulu has entered into a partnership with the Madison Square Garden Company (MSG).

The Confederation of North, Central American and Caribbean Association Football (Concacaf) has agreed a wide-ranging partnership with Caribbean pay-television broadcaster Flow Sports.