Football

Uefa and the Two Circles agency are aiming to more than double the sponsorship income from the federation's women’s football programme in the next commercial cycle having reconfigured the packages available to brands.

AB InBev is in advanced discussions to become the second brand to sponsor next year’s Fifa Club World Cup in what would be a further commercial boost to the competition.

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.

Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.

Two years after its previous deal fell through, St. Louis City SC has announced battery giant Energizer as its new stadium naming sponsor.

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 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.

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.

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.

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.

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.

Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.

SportBusiness Sponsorship provides detailed analysis of crypto exchange Kraken's three sleeve sponsorship deals with Tottenham, Atlético Madrid and RB Leipzig.

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.

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.

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.

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.

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.