Athletics
Dentsu adds another Japanese sponsor to World Athletics roster in Sony
World Athletics today announced electronics giant Sony as a new sponsor on a three-year term, the latest in a string of Japanese brands supporting the governing body.
UK Athletics lays bare commercial struggles with £3.7m loss
The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…
Deloitte takes on World Athletics multi-year global sponsorship
World Athletics has announced a new global sponsorship deal with UK management consulting firm Deloitte on the eve of the 2023 world championships in Budapest.
NTN becomes latest Japanese sponsor for World Athletics and Dentsu
World Athletics has signed manufacturing company NTN as another main sponsor from the Japanese market
USA Track & Field adds Prevagen as sponsor
USA Track & Field (USATF), the governing body for American athletics, has announced Prevagen as its official 'brain health supplement'
Würth MODYF steps up as top-tier sponsor of European Athletics
Workwear and equipment brand Würth MODYF has agreed a sponsorship deal with European Athletics which names Würth MODYF as a top-tier official partner of European Athletics for the 2023-24 season.
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 …