Football
Zondacrypto opts for Atalanta sleeve rights over Juventus
Cryptocurrency exchange Zondacrypto has chosen Europa League winners Atalanta ahead of rival Serie A club Juventus to lead its sleeve branding efforts in Italian football
Emirates keeps name on FA Cup to 2028
Emirates has extended its long-running sponsorship of the Football Association's flagship FA Cup competition for another four years, an agreement that will take the airline's title sponsorship of the FA…
BeIN, LFP hammer out deal details as sign-off nears
The French football domestic rights saga is almost at an end, after the league's board of directors validated the €100m ($108m) per season media rights and sponsorship offer from pay-television's beIN S…
Intersport launches consultancy with O Street acquisition
Chicago-based agency Intersport has launched a football-focused sponsorship consulting practice through the acquisition of O Street Consulting.
‘Unsilence the Crowd’ – Sela and Newcastle United
Sela used its sponsorship of Newcastle United to launch a world-first haptic team shirt to support the UK's deaf community.
Orange makes connection with Real Madrid
Orange replaces rival Telefónica as the Spanish club's official telecommunications partner under a three-season deal
Euro 2024 sponsorship pays dividends for Lidl
Lidl’s activation around its sponsorship of Euro 2024 has been vindicated after the German supermarket chain derived the most consumer recognition of all sponsors, according to a recent YouGov study.
Betway extends EPL sponsorship footprint
Betway has furthered its Premier League presence via a global betting partner deal with Manchester City to add to similar agreements with Arsenal and Brighton, plus its West Ham shirt sponsorship.
Atalanta lands security of three-season shirt deal
Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Corinthians betting shirt sponsor secured after VaideBet exit
VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
Decathlon keen to capture more ball rights after Europa League deal
Decathlon has announced ambitions to sign ball supply agreements in South American football after becoming the official match ball supplier for the Uefa Europa League and Uefa Conference League.
Betway replaces DStv as PSL title sponsor
Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).
EXCLUSIVE: FedEx extends as Champions League sponsor
FedEx has extended as a global sponsor of the Champions League for a further three years, taking its association with Uefa past a decade, SportBusiness can exclusively reveal.
Betting sponsors claim majority of EPL shirt fronts
Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
Mitre in as Nike lets go of A-Leagues ball supplier rights
Sporting goods giant Nike has ceded its ball supplier role with Australia’s financially troubled professional men’s and women’s football leagues to the English sports brand Mitre.
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Strauss hints at more deals after Premier League entry with Liverpool
Germany-based workwear brand Strauss could expand its sponsorship portfolio after entering the Premier League football market via a deal with Liverpool
New UWCL era to kick off with Two Circles in commercial box seat
The Two Circles agency and Uefa have finalised contracts for the global broadcast and sponsorship rights to the Uefa Women’s Champions League.
EXCLUSIVE: EA Sports poised to add Napoli, AS Roma to Serie A roster
EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.