Football
Raise Their Game – IBM & Leatherhead FC
In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.
Branding still key to Veolia in Lyon’s green revolution
Branding will continue to play a major role in French utility company Veolia’s sponsorship of Ligue 1 club Olympique de Lyonnais, despite its new designation as ‘Environmental Partner’ from 2020-21 to 20…
West Ham upgrades Scope Markets to sleeve sponsor in multi-year deal
Premier League club West Ham United has expanded its deal with trading specialists Scope Markets to incorporate sleeve sponsorship rights
San Bernardo inks Sampdoria front-of-shirt deal as Serie A set for restart
Italian mineral water brand San Bernardo has signed as the front-of-shirt sponsor of Italian Serie A club Sampdoria for the rest of the season.
Right Formula’s Fenwick: Motorsport driving hardest bargain in sponsor renegotiations
Motorsports stakeholders and more prominent rights-holders are tending to drive the hardest bargain in the renegotiation of sponsorship contracts during the Covid-19 pandemic, according to the head of…
Maes beer returns to scene of former glories at Standard Liège
Belgian Pro League club Standard Liège has welcomed back the Maes beer brand – a former main shirt partner – to its sponsorship roster.
DAZN unveils multi-faceted partnership with AutoTrader.ca in Canada
DAZN Group, the global sports subscription service and media company, has signed an exclusive partnership in Canada with automotive online marketplace AutoTrader.ca surrounding its Premier League coverage.
Lyon and Groupama remain engaged over naming rights renewal
Ligue 1 club Olympique Lyonnais is still locked in negotiations over a potential stadium naming rights renewal with insurance group Groupama
Atlético Mineiro adds Betsul to array of kit sponsors
Brazilian football club Atlético Mineiro has signed up online gambling brand to its sponsorship portfolio.
Cadbury joins Tottenham Hotspur as official snack in multi-strand sponsorship
Premier League club Tottenham Hotspur has signed a new sponsorship deal with food group Mondelēz – making chocolate brand Cadbury the club’s official snack partner.
FC Dallas seeks new jersey sponsor as AdvoCare moves to become sleeve sponsor
Major League Soccer's FC Dallas is looking for a new main jersey sponsor after it was announced that current partner AdvoCare will become the team's inaugural sleeve-patch partner in 2021
West Ham adds sports drink IPRO to sponsorship portfolio
English Premier League club West Ham has signed up hydration sports drink IPRO as its “Official Sports Hydration Beverage”.
Hoffenheim extend PreZero stadium naming rights deal to 2025
German football clubs TSG Hoffenheim has extended its contract with stadium naming rights sponsor, environmental service firm PreZero, a member of the Schwartz Group which owns supermarket chains Aldi…
Bournemouth expands Vitality deal to include front-of-shirt sponsorship until end of season
Premier League football club AFC Bournemouth has expanded its association with health and lifestyle specialists Vitality to grant the brand front-of-shirt rights until the end of the 2019-20 season
CD Leganés signs up Vitaldent as shorts sponsor until end of 2019-20 season
Spanish football club CD Leganés has signed up dental health specialists Vitaldent to its portfolio of kit sponsors.
Round-Up: India tours cancelled, Rugby Australia rule changes, Lang Ping-Lululemon tie-up, and more
The Indian cricket team's upcoming tours of Sri Lanka, in June, and Zimbabwe, in August, have been called off due to the Covid-19 threat - ESPNCricinfo
MLS exploring shorts, left-sleeve sponsorships
Major League Soccer is expected to allow its teams to sell sponsorship patches on shorts this year in an attempt to offset the devastating financial losses of the global Covid-19 pandemic
Emirates relinquishes FA Cup final title rights to support mental health campaign
The 2020 FA Cup Final will be known as the Heads Up FA Cup Final after title sponsor Emirates, the Dubai-based airline, donated its naming rights to the mental health awareness campaign