Athletics
Infront acquires stake in Cape Town Marathon as WMM status targeted
The Infront agency has acquired a stake in the Cape Town Marathon, through which it will market media rights and sponsorship packages for the race
Asia’s fastest man Su strikes multiple sponsorship deals in China
Chinese Olympic sprinter Su Bingtian is capitalising on a successful Olympic Games by striking sponsorship deals with electronics firm Xiaomi and Chinese car manufacturer GAC Motor
Tata Consultancy Services extends NYC Marathon title sponsorship through 2029
India-based tech company Tata Consultancy Services has secured a deal with New York Road Runners to extended its title sponsorship of the New York City Marathon until 2029
England Athletics appoints SB Partnerships to find sustainability sponsor
National athletics governing body England Athletics has appointed the consultancy SB Partnerships to lead the search for its first ‘Official Sustainability Partner’.
Unilever supports Semenya’s cause as part of Lux campaign
Consumer goods giant Unilever has launched a campaign to support Olympic champion middle-distance runner Caster Semenya in her latest effort to overturn a controversial ruling by World Athletics.
IMG signs up Kieser as title sponsor of Great Ocean Road Running Festival
Physiotherapy and strength training provider Kieser has become title sponsor of Australia’s Great Ocean Road Running Festival in a deal brokered by the IMG agency.
Nike signs as naming sponsor of IMG-owned Melbourne Marathon Festival
Sports brand Nike will be the event naming sponsor of the Melbourne Marathon Festival when it returns to the sporting calendar this October
CrossFit signs Nobull as Reebok title sponsor replacement
CrossFit has signed up sportswear specialists Nobull as its new title sponsor of the CrossFit Games
Müller upgrades European Indoors backing in deal brokered by Rocket Sports
Dairy products brand Müller has upgraded its sponsorship of the European Athletics Indoor Championships by becoming an Official Partner of the 2021 edition in Torun, Poland.
Allianz replaces AG as title sponsor of Memorial Van Damme event
Insurance company Allianz has committed to a four-year title sponsorship of the Memorial Van Damme track and field event in Belgium, from 2021 to 2024
Round-Up: Australian Open mulls qualifiers cut, Olympic badminton qualifiers in Singapore, CBA second stage dates, and more
The three-round qualification tournament before the first round of the Australian Open could be axed to guarantee the grand slam will only be delayed one week – The Age
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Infront brokers Maurice Lacroix sponsorship of Berlin Marathon
Swiss luxury watchmaker Maurice Lacroix has been named the ‘Official Timekeeper’ of the BMW Berlin Marathon for the next two years, from 2021 and 2022.
Liqui Moly resumes European Athletics ties in Torun 2021 sponsorship
German motor lubricants manufacturer Liqui Moly has been named as a sponsor of the 2021 European Indoor Athletics Championships, which will take place in Torun in Poland
World Athletics incurred $17.4m loss in 2019, despite RusAF payment
World Athletics registered a loss of $17.42m (€14.71m/£13.58m) in 2019, further eating into its cash reserves in the year before the Covid-19 pandemic struck the sports industry.
London Marathon resigns Flora to its sponsorship portfolio
The London Marathon has added butter spread brand Flora – a headline sponsor of the event from 1996 to 2009 – to its portfolio of sponsors.
Round-Up: Chinese sponsors exit English football deals, Seoul shuts out fans again, Uighur group calls for Beijing 2022 rethink, and more
Chinese company LD Sports is to walk away from its £7.5m ($9.8m/€8.3m
Round-Up: Tencent earnings report, IPL sponsorship targets, Diamond League returns, and more
Lars Graff has been appointed co-tournament director of the China Open tennis tournament