Sporting Apparel

French brands Peugeot, Lacoste and Longines are all longstanding official partners of the prestigious international Grand Slam tennis tournament, Roland-Garros (the French Open).

The Colombian Football Federation (FCF) has extended its partnership with Adidas through to 2022.

English Premier League football club Fulham has announced a new “long-term” kit partnership with Adidas.

Tennis icon Andre Agassi has returned to Nike after spending eight years as an endorser of sportswear rival Adidas

Adidas will sponsor Badminton England's London Grand Prix for the next three years.

Arsenal has reportedly agreed a new kit deal with Puma worth more than £30 million (€35.6 million/$46.5 million) per year.

World number one golfer Rory McIlroy was finally unveiled as Nike’s newest recruit in January, with the Northern Irishman signing a long-term endorsement and equipment deal.

FOOTBALL'S WORLD GOVERNING body Fifa has begun informal sales talks with brands for its new Regional Supporter sponsorship packages, for deals covering the 2018 and 2022 World Cups

Sports Sponsorship Insider talks to Chris Carroll, head of marketing EMEA at Under Armour, about the company’s plans to grow the brand through 2013 and the recently activated shop-in-shop relationship w…

EVEN FOR THOSE who still retained the power to be shocked by doping scandals in cycling, the demise of Lance Armstrong surprised only to the extent that it had taken so long

OVER THE LAST six months, Facebook has been changing the algorithm of its news feed, which means that a brand could have lost up to 90 per cent of the reach of their pages

CHELSEA FC vs SAUBER F1: This week Chelsea FC confirmed a partnership agreement with Sauber F1 that would see the two organisations join forces on commercial activities and the cross-promotion of their…

FOLLOWING UNCONFIRMED reports that golfer Rory McIlroy has finally signed with Nike in a 10-year deal worth $200-250 million, Frontloaded asks how the current world number one compares with Nike Golf’s o…

SPORTSWEAR BRAND Skins, which announced that it would attempt to sue cycling’s governing body for $2m in brand damage, looks unlikely to succeed in doing anything other than pile pressure onto an already b…

TEENAGE DIVING sensation Tom Daley is banking on the power of social media to change the sports marketing landscape and create previously unimaginable opportunities for athlete ambassadors in new markets

THERE ARE FREQUENT occasions when Frontiers' loose grasp of the machinations of the money men becomes even looser and news of Nike’s disposal of Umbro is one of those times.

AFTER THE MEDIA pack moves on to fresher meat, the bones of the Lance Armstrong doping scandal will be picked over for months and years to come

TRAINING SHOE and apparel brand Puma claims it is forced to charge more for its environmentally friendly shoes than it does for conventional products