Tyres
Bonus payments and the windows of opportunity
Bridgestone grips on to NFL sponsorship deal
Bridgestone Americas has extended its sponsorship deal with American football’s NFL for five seasons, from 2016-17 to 2020-21.
ICC makes further tracks with Indian tyre firm
The International Cricket Council has built upon its partnership with MRF through signing a new four-year global partnership with the Indian tyre manufacturer.
Goodyear extends backing of Cotton Bowl Classic
US tyre manufacturer Goodyear has extended its title sponsorship of annual college American football showpiece the Cotton Bowl Classic.
Continental becomes new title sponsor of Copa do Brasil
Tyre manufacturer Continental has acquired naming rights for the Copa do Brasil club football competition under a three-year deal.
Hannover on the move with Continental extension
Tyre manufacturer Continental has renewed its partnership with German Bundesliga football club Hannover 96.
BTCC extends long-running partnership with Dunlop
The British Touring Car Championship motor racing series has extended its long-running partnership with tyre brand Dunlop.
Goodyear makes tracks with Bayern Munich
German Bundesliga football club Bayern Munich has entered into a partnership with US tyre manufacturer Goodyear.
Continental bolsters football portfolio with AFC partnership
The Asian Football Confederation (AFC) has entered into a multi-year partnership with German tyre manufacturer Continental.
Pirelli makes tracks with Italian Winter Sports Federation
The Italian Winter Sports Federation (FISI) has agreed a partnership with tyre manufacturer Pirelli.
Football Federation Australia makes tracks with Continental
Football Federation Australia, the body that governs the sport in the country, has agreed a multi-year partnership with German tyre manufacturer Continental.
Yokohama adds Allsvenskan club to football portfolio
Swedish football club Hammarby has agreed a partnership with Japanese tyre company Yokohama.
Pirelli extends British Superbikes partnership
The British Superbike Championship motorcycling series has agreed a five-year extension of its partnership with tyre supplier, Pirelli.
ISL champion makes tracks with new main sponsor
Indian Super League football franchise Atlético de Kolkata has named Birla Tyres as its new principal sponsor.
Formula E drives on with Michelin
The Formula E electric car-racing championship has extended its partnership with French tyre manufacturer Michelin.
Falken branches out with MLB partnership
The US arm of Japanese tyre manufacturer Falken Tires has agreed a multi-year partnership with Major League Baseball.
NFL and Bridgestone announce new education initiative
Tyre manufacturer Bridgestone has teamed up with the NFL American football league in North America to support NFL Play 60, an educational initiative designed to motivate schoolchildren to be active for 60 minutes per day.
Bridgestone leads tyre sector, football number one sport
Japan-based tyre manufacturer Bridgestone accounts for one-third annual tyre sector sponsorship spend as more Asian brands move into sport and particularly football.