Athletics
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
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