Athletics

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

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

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

National athletics governing body England Athletics has appointed the consultancy SB Partnerships to lead the search for its first ‘Official Sustainability Partner’.

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.

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.

Sports brand Nike will be the event naming sponsor of the Melbourne Marathon Festival when it returns to the sporting calendar this October

CrossFit has signed up sportswear specialists Nobull as its new title sponsor of the CrossFit Games

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.

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

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 S

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.

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 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.

The London Marathon has added butter spread brand Flora – a headline sponsor of the event from 1996 to 2009 – to its portfolio of sponsors.

Lars Graff has been appointed co-tournament director of the China Open tennis tournament