Despite an anticipated 35-per-cent uplift in the value of its Champions League and Europa League commercial revenue from 2018-19 to 2020-21, two brands will pay less for their rights in the next cycle.
Video game company EA Sports has extended its Global Sponsor agreement with LaLiga champions Real Madrid and made Cristiano Ronaldo the cover star of Fifa 18.
German banking group ING-DiBa has renewed as the main sponsor of Germany’s national basketball and national wheelchair basketball teams at roughly the same fee as the previous deal, despite the retirement of the brand’s long-term brand ambassador, Dirk Nowitzki, from international basketball at the start of this year.
Financial services company HSBC will aim to “bring cycling to every family in the UK” under its new main sponsor agreement with British Cycling, the brand’s first major deal outside of golf, rugby union and tennis.
Mobile phone manufacturer Vivo’s growing Chinese market share was key to its deal to become the Official Mobile Phone Partner of the NBA in China and replace domestic rival ZTE.
Fantasy sports brand DraftKings has signed a five-year deal to become a Signature Partner of the Madison Square Garden Company, the commercial rights-holder for the Madison Square Garden arena and its sports teams.
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Gaming brand EA Sports is paying an increased fee for its Premier League sponsorship and licensing rights, under a new deal, signed in July.