Sports Equipment

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Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

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. 

Sports Sponsorship Insider is delighted to introduce our first ‘Activation Tracker’ sector report into activation trends in sport – starting this month with the sporting goods sector.  

North America’s Major League Soccer has signed a six-year extension, from 2019 to 2024, to its partnership with German sportswear and equipment company adidas. The current eight-year deal runs from 2011 to 2018.

US sporting goods manufacturer Nike last month became the fifth Global Partner of the International Basketball Federation (Fiba). As part of the deal, Nike also becomes Fiba’s exclusive partner in the sports apparel and sports shoe product categories and the Title Partner of Fiba’s World Ranking.

Umbrella manufacturer Weatherman has been named the official umbrella provider for Team USA and Team Europe at this year's Solheim Cup

US footwear and apparel manufacturer Vans has signed on as the presenting sponsor of the 2019 World Surfing Games

German sportswear brand Puma has signed a personal sponsorship deal with Manchester City manager Pep Guardiola

US sports equipment manufacturer Wilson has agreed a three-season partnership with European club competition the Basketball Champions League


The Deutscher Fussball Bund, the German football federation, said this week that it had taken a gamble in only extending its kit sponsorship deal with adidas by four years.

Our analysis this month of the main kit and partner deals of the 24 participants at Euro 2016 shows an income ranking predictably skewed to Europe’s five major market teams, which have hoovered up 70 p…

Footwear brand Skechers is looking to replicate its US sales success in Europe after securing a one-year deal with the 2016 Ironman European Tour.

The Indian subsidiary of sporting goods brand Nike has extended its contract as the Official Apparel Sponsor of the Indian Cricket Team in a five-year deal from 2016 to 2020.

Japanese car brand Nissan has made its first significant move into cricket as a Global Partner of the International Cricket Council in an eight-year deal, from 2015 to 2023.

Its renewed deal with sporting goods manufacturer adidas means that the Spanish Football Association’s (RFEF) sponsorship revenue will continue to climb despite the national team’s early exit from the 2014 World Cup.

Last week, The All England Lawn Tennis Club renewed its Official Wimbledon Tennis Ball supplier deal with tennis equipment maker Slazenger for four more years

Equipment and sportswear supplier Rhino Rugby is using sports sponsorships to build brand awareness and consolidate its position as a market leader in the supply of rugby equipment.

Sporting good manufacturer New Balance this month signed a  five-year deal with Scottish Premiership team Celtic as part of its plan to become a top-three football brand.

Sportswear brand New Balance officially sponsored the Vitality British 10K London Run 2014 on Sunday, 13 July 2014.

The Ultimate Fighting Championship’s (UFC) exclusive apparel deal with sportswear manufacturer Reebok is part of a drive to increase exposure for all the mixed martial arts promoter’s central sponsors.

Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.

Sporting goods manufacturer Umbro is hoping to support a global brand revival by driving revenue through a number of football kit deals.

Performance bicycle manufacturer Bianchi is targeting a set demographic through its sponsorship deals with the UCI WorldTour Belkin Pro Cycling Team and UCI Continental Circuits Androni Giocattoli-Venezuela Team.

The Champions Hockey League, the European continental club ice hockey competition, has surpassed its €2.5m ($3.4m) sponsorship revenue target for its inaugural 2014-15 season, with five spaces to sell.

Japanese badminton, golf and tennis brand, Yonex, has renewed its title sponsorship of the All England Badminton Championships for seven years from 2015 to 2021 – a sponsorship that underscores Yonex’s positioning as the number one brand in badminton.

Sporting goods brand Puma’s five-year kit sponsorship deal with English Premier League club Arsenal is part of a strategy focused on fewer, but bigger, “killer” deals to make it the number three brand in the football market, Christian Voigt, Puma’s senior head of global sports marketing has told Sports Sponsorship Insider.

OTTO BOCK HEALTHCARE extended its worldwide partnership with the International Paralympic Committee (IPC) through to the 2016 edition of the Paralympic Games in Rio de Janeiro, August 30

NEWS HAS EMERGED from a court in Delaware that racquet sports apparel and equipment brand Prince has sought Chapter 11 bankruptcy protection