Football
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
Ipswich in market for new shirt sponsor as Sheeran deal nears end
Ipswich Town entered the Premier League in the unique position of having a global music star as it’s front-of-shirt sponsor. But the club is in the market for a new sponsor for next season once the deal with Ed Sheeran comes to an end.
Faulkner swaps ECA for Wrexham role
Wrexham, the League One side owned by Hollywood actors Ryan Reynolds and Rob McElhenney, has further developed its commercial and communications structure with the hire of Rob Faulkner from the European…
Lenovo claims seventh Fifa Partner position
Chinese technology company Lenovo has signed as a top-tier sponsor for the coming World Cup cycle, taking over the seventh Fifa Partner berth with world football’s governing body.
Sponsors get extra exposure in A-League Stats Perform renewal
The Australian Professional Leagues (APL), which oversees the men’s and women’s A-League competitions, has extended and expanded its media deal with Stats Perform, giving more inventory to sponsors.
Esportes da Sorte wins back sponsor licence
Brazilian betting operator Esportes da Sorte has been cleared to continue as a major sponsor of club football in the country – just beating the national deadline for the issuance of betting operator l…
Meritking agrees Betis tie-up after Galatasaray exit
Betis' global sponsorship deal with Meritking comes just days after Galatasaray was forced to terminate an agreement with the sports and entertainment news platform.
Relevent begins to staff up new Bundesliga Americas team
Relevent Sports has begun the build-out of its dedicated Bundesliga Americas team, which is being established in the wake of the agency's 17-year commercial partnership with the German league.
Lyon, Nice lead Ligue 1 revolt over delayed beIN payments
Ligue 1 clubs are losing patience with France's Professional Football League (LFP) over the handling of its relationship with domestic rights partner beIN Sports, which continues to withhold its first…
Wolves prove entrepreneurial spirit with Sudu kit deal
Russell Jones, general manager of marketing and commercial growth for Wolves talks about the team's new kit deal with the club-affiliated Sudu brand and how links to the music industry led to the recent sleeve deal with JD Sports.
Fifa furthers post-EA Sports era with Konami deal
Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
Sales underway for Uefa men’s national team events
Uefa has opened the sales process for the sponsorship and licensing rights to its men’s national team football events, including the flagship Euro 2028 tournament, for the next cycle from 2025 to 2028.
LaLiga strengthens Saudi ties with Riyadh Season deal
Riyadh Season, Saudi Arabia’s entertainment and sports festival, has announced a three-year sponsorship deal with Spain’s LaLiga, further underlining the Kingdom’s growing influence in European and globa…
Riyadh Air puts name to Atlético Madrid stadium
Riyadh Air has expanded its sponsorship agreement with Atlético Madrid to include the naming rights to the team’s 70,000-capacity Metropolitano Stadium.
Uefa seeks women’s football, Europa League sponsors
Uefa is to launch a tender for a sponsor in the payment services category for all its women's football competitions before the end of this month, as it looks to close its portfolio for the men's second- and third-tier events.
Macron, Concacaf broaden sponsorship ties
Macron, the Italian sportswear brand, has doubled down on its commitment to Concacaf, becoming the official sports equipment and apparel partner of football's governing body for North America, Central…
More questions from beIN in LFP payment standoff
BeIN Sports continues to withhold its first instalment payment for Ligue 1 rights amid ongoing doubts over its allocated sponsorship inventory and questions raised over the broadcaster’s media rights package.
‘Watch Parties presented by Modelo’ – Modelo and LA Galaxy
SportBusiness Sponsorship examines how Mexican beer brand Modelo uses a series of watch parties to activate its sponsorship deal with MLS side LA Galaxy.