Football
Dafabet becomes AFA regional sponsor in Asia
The Argentinian Football Association (AFA) has announced betting company Dafabet as its new regional sponsor in Asia through until 2024
‘We live and breathe chocolate and football’ | Nicholas Rogers, Cadbury
What’s important: Building deep relationships with consumers through sport.
Newcastle United posts £70.7m loss in first accounts since Saudi takeover
Premier League club Newcastle United has announced a loss of £70.7m (€80.5m/$87.6m) in the first set of accounts published since its takeover by Saudi Arabia's Public Investment Fund (PIF) in October 2021.
TIM maintains long-running backing of FIGC
Telco TIM has extended its long-standing sponsorship of the Italian Football Federation (FIGC)
Benfica agrees licensing deal with OWNIC
Digital trading card platform OWNIC has announced a new licensing agreement with Benfica
Lega Serie A seeks advisor for media business investment venture
Lega Serie A, governing body of the top division of Italian club football, is seeking an advisor to aid its search for an investor in its media business, while a sponsorship deal using the league to promote…
Long-term title sponsor replacement sought for EFL Trophy
The English Football League is looking to tie down a new title sponsor for the EFL Trophy, its second-tier domestic club cup competition
TCL adds Arsenal to sponsorship portfolio
TCL Electronics has continued its March sponsorship spending spree by adding Arsenal to its portfolio
AC Milan signs sponsorship deal with Molino Casillo
Italian Serie A club AC Milan has agreed a sponsorship deal with wheat product producer Molino Casillo that will see a branded bakery open at San Siro stadium on April 23
Nike adds Liga MX Femenil to women’s football portfolio
US sportswear and equipment manufacturer Nike has furthered its commitment to women’s football by agreeing a sponsorship deal with Liga MX Femenil, the top division in Mexico.
Axi renews Manchester City sponsorship, backs women’s team
Australian trading platform Axi has extended its sponsorship deal with Premier League club Manchester City
Tromsø IL, Troms Kraft to spotlight Sámi culture through stadium naming rights
Norwegian Eliteserien club Tromsø IL (TIL) has agreed a stadium naming-rights deal with energy company Troms Kraft that is designed to promote the Sámi language and culture.
FAW signs Carling deal, AllBright backs Chelsea Women
Beer brand Carling has agreed a deal to sponsor the Football Association of Wales (FAW), while private members' club AllBright has signed a partnership with Women’s Super League club Chelsea.
Overseas betting firms to be banned from sponsoring Brazilian clubs
Betting companies will be prevented from sponsoring sports clubs in Brazil if they do not have an established headquarters in the country, according to a new measure being proposed by the Brazilian Ministry…
‘People spend more time deciding what takeaway they want’ | Peter Robb, Continental Tyres
High exposure and brand visibility are critical to any sports sponsorship deal agreed by Continental Tyres. Faaez Samadi speaks to Peter Robb, the company's marketing director for the UK and Ireland, about the firm's sponsorship strategy.
Manchester City adds SportyBet to regional betting sponsors
English Premier League football club Manchester City has signed its latest regional betting sponsor through a deal with SportyBet
Qantas extends Football Australia sponsorship
Australia’s national airline Qantas has renewed its long-standing sponsorship agreement with Football Australia for another three years.
SA tourism minister calls for end to ‘unlawful and invalid’ Spurs deal
South Africa’s newly appointed minister of tourism, Patricia de Lille, has described the proposed sponsorship deal between SA Tourism and English Premier League club Tottenham Hotspur as “unlawful and…