Football
BKT gains traction from Ligue 2 activations
Indian tyre brand BKT has relied on a tried and tested activation strategy to promote its relationship with France's Ligue 2 and reach consumers of agricultural and specialised tyres.
Theobald named Liverpool commercial director
Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.
Energizer boosts St. Louis City with stadium deal
Two years after its previous deal fell through, St. Louis City SC has announced battery giant Energizer as its new stadium naming sponsor.
BeIN’s LFP sponsorship investment under threat
The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.
Hisense kickstarts Fifa Club World Cup sponsorship sales
Hisense has become the first brand to sponsor the 2025 Fifa Club World Cup, kickstarting the commercial programme for the competition that has so far failed to catch fire.
Mapfre names Copa del Rey as title model prevails
Insurance company Mapfre has signed as the first-ever title sponsor of Spanish football’s Copa del Rey as well as the women’s equivalent knock-out competition, the Copa de la Reina.
Atlético wins soccer beauty parade with Riyadh Air stadium deal
Riyadh Air will use its stadium-naming agreement with Atlético Madrid to build brand awareness ahead of its planned launch in 2025 as Saudi Arabia's more premium and western-focused airline.
Flix takes final Europa League sponsorship slot
Bus and train travel company becomes third German brand to sponsor the second and third-tier men's club competitions, filling the final sponsorship position.
Binance returning to sponsorship after turbulent year
SportBusiness Sponsorship speaks to Sarah Dale, global head of partnerships for crypto exchange Binance, on why football and F1 are top of her priority list.
Made in Germany: Klopp stays local with Trivago
Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.
Kraken’s trio of sleeve deals driven by reach and experiential rights
SportBusiness Sponsorship provides detailed analysis of crypto exchange Kraken's three sleeve sponsorship deals with Tottenham, Atlético Madrid and RB Leipzig.
Red Bull gives Torino wings with creative activation plan
SportBusiness Sponsorship speaks to Lorenzo Barale, commercial director for Torino FC, about the club's recent sponsorship deal with Red Bull, one of several agreements in football recently signed by the brand.
Women footballers urge Fifa to axe Aramco deal
Fifa has come under fire for its sponsorship deal with Saudi oil giant Aramco after more than 100 female footballers signed a scathing letter urging the governing body to ditch the agreement.
TIM advances Serie A club sponsorship policy
Former Serie A title sponsor Telecom Italia (TIM) has agreed sponsorship deals with rivals AS Roma and SS Lazio, continuing the telco’s new club-by-club strategy.
Unilever sees benefit of multi-brand sponsorship approach
SportBusiness Sponsorship speaks to Willem Dinger, global head of sport and entertainment partnerships at Unilever, and Kathryn Swallow, global brand vice president for the company's Rexona deodorant brand.
‘Expect to see a lot more in 2025’ | Mayur Gupta, Kraken
Mayur Gupta, chief marketing officer for cryptocurrency exchange Kraken, explains why the company sponsors properties like Tottenham Hotspur, Atlético Madrid and the Williams F1 team.
Juve lands Azimut sleeve deal, TikTok for women
Juventus has filled one of the vacant positions on its men's team shirt, announcing global asset management firm Azimut as the new sleeve sponsor while TikTok has upgraded to shirt sponsor of the club's women's team.
Fiorentina lands Betway Scores as sleeve sponsor
Betway Scores has become the sleeve sponsor of Fiorentina in a deal with the Serie A side that took effect earlier this month