Athletics
Dick’s Sporting Goods begins Boston Marathon sponsorship
Retailer Dick's Sporting Goods has announced a multi-year partnership with the Boston Athletic Association (BAA) in a deal that makes Dick's the official retail sponsor of BAA events, beginning with the…
Bank of America to ‘present’ Boston Marathon in Sportfive-brokered deal
The Bank of America has doubled its brand presence among the World Marathon Majors by adding Boston Marathon 'presenting partner' rights to its role as title sponsor of the Chicago Marathon
Sportfive to seek out new primary sponsor for Boston Marathon
The Sportfive agency has stepped up its engagement with the Boston Athletic Association (BAA) by being appointed to lead the search for the next primary sponsor of the Boston Marathon
Müller to end seven-year main sponsorship of UK Athletics
German dairy products company Müller will end its long-running main sponsorship of UK Athletics at the end of this year.
John Hancock calls time as Boston Marathon’s lead sponsor
John Hancock, the Boston, Massachusetts-based insurance company, will end its position as the principal sponsor of the Boston Marathon after the 2023 race on the expiration of the current deal
CAA China links with Chinese Athletics Association on athletes and events
The Chinese arm of international talent marketing agency CAA has agreed a partnership with the commercial wing of the Chinese Athletics Association around the commercialisation of athletes and events,…
Infront invests as Sydney Marathon joins race for WMM expansion slot
The Infront agency has acquired a minority stake in the Sydney Marathon and will market its commercial rights as it becomes the third candidate to seek an expansion slot among the World Marathon Majors…
UK Athletics taps Two Circles to drive commercial growth
Sports marketing and data technology company Two Circles has been appointed by UK Athletics to help develop and execute marketing strategies that drive commercial revenue growth for the governing body
AFI announces ‘long-term’ tie-up with Reliance
The Athletics Federation of India (AFI) has announced a “long-term” sponsorship agreement with Mumbai-based conglomerate Reliance Industries ahead of the Oregon 2022 World Athletics Championships.
Irwin Mitchell adds UK Athletics to portfolio in Rocket Sports-brokered deal
UK legal firm Irwin Mitchell has signed as the ‘Official Legal Partner’ to UK Athletics in a three-year agreement.
Parkrun agrees three-year deal with audio fitness app WithU
Parkrun UK has agreed a three-year sponsorship deal with audio fitness app company WithU
Crédit Mutuel agrees main sponsorship deal with French Athletics Federation
Banking group Crédit Mutuel has expanded its sponsorship commitment to French athletics by becoming the main sponsor of the French Athletics Federation (FFA) for the period covering the 2024 Olympic Games …
Adidas signs off on long-term French Athletics Federation sponsorship
Adidas has signed on as the kit supplier of the French Athletics Federation (FFA) in a four-year deal announced today (Monday)
PeaceHealth backs Eugene’s World Athletics Championships
Not-for-profit healthcare organisation PeaceHealth has agreed a deal to sponsor the 2022 edition of the World Athletics Championships in the US city of Eugene, Oregon
Athletics Federation of India signs three-year commercial deal with IOS agency
The Athletics Federation of India has agreed a three-year deal with the IOS Sports and Entertainment agency to seek out sponsors and commercial deals for the body on the back of its landmark success at…
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