Telecommunications company AT&T last month renewed its sponsorship of North American football’s Major League Soccer to tap into the league’s multicultural fan-base and its followers in the 18-34 age group.

MAJOR LEAGUE BASEBALL (MLB), the North American baseball league, is looking to sign at least one more central sponsor in 2013, following its deal with mobile network operator T-Mobile in January

UEFA CHAMPIONS LEAGUE and Uefa Europa League sponsorship revenues in the 2012-13 to 2014-15 cycle are up 14.5 per cent on the previous cycle, to an average of €312.5 million ($421.5

AUSTRALIAN RUGBY LEAGUE’S National Rugby League (the NRL) has increased its annual sponsorship revenue by around 30 per cent after renewing almost all of its existing commercial partnerships for 2013 t…

THE SPORTS MARKETING agency behind the award-winning Axiata Cup badminton tournament in Southeast Asia will continue to develop its ground-breaking activation programme for the event’s second series i…

THE BETA RELEASE of the Xperia Lounge application (app) by Sony Mobile Communications promises to set a new benchmark in the use of sports and entertainment content by sponsor brands

FIFA MAY HAVE SCORED a financial own goal with its decision to regionalise its third tier World Cup sponsorship inventory

FC Barcelona has signed its first regional sponsorship deal in the Indian market with Nokia India, the number one mobile phone brand in the country

AT&T vs COMERICA: Last week’s World Series sweep by the San Francisco Giants over the Detroit Tigers also produced a clear win for the west coast team’s stadium naming rights partner during the Playoff per…

FOLLOWING IN Jamaican superstar Usain Bolt’s footsteps, British London 2012 hero Mo Farah appears to be an ideal brand fit to promote Virgin’s broadband service.

PUMA WISHED its brand ambassador Usain Bolt a happy birthday on Twitter this week (August 21)

PARALYMPIC GAMES – PAST vs PRESENT: This year’s Summer Paralympic Games will be the most watched, most sponsored and most anticipated in the event's 52-year history. Th

COMPANY MERGERS often set alarm bells ringing at Frontiers as they potentially herald the consolidation of brands and a reduction of sponsorship opportunities

AVID READERS of Frontiers’ Frontloaded weekly e-zine will need no introduction to Chinese telecoms equipment manufacturer Huawei. (For those who missed it click here).

THEIR UBIQUITY AS sponsors of sport suggests the link between mobile phone operators and major sports events is obvious, but recent business pressures and a divergence of strategies may require different…