Football

Inter Milan has announced a four-deal agreement with online betting and casino company Betsson to be its main sponsor with a 'sport infotainment brand' to feature on the club's shirts in a bid to circumvent Italy's rules on betting advertising.

Germany and France, two of the pre-tournament favourites for Uefa Euro 2024, are generating the most commercial income from major sponsors at this summer’s tournament, with nothing separating the two national associations in aggregate income from training-kit-related sponsors.

English Championship club Burnley has signed up betting operator 96.com as its front-of-shirt partner for both the men’s and women’s teams as part of a two-year deal, from 2024-25 to 2025-26.

Tyre manufacturer BKT continues to place its faith in sponsorship as a key part of its marketing mix after it signed an extension to its title sponsorship of Italy's second-tier Serie B

The Qatar Stars League (QSL) has signed up another Qatar-government backed entity – the telco Ooredoo – to act as the league’s title sponsor, taking over from the previous long term-encumbent Qatar Natio…

Tourism board Experience Kissimmee identified a sleeve sponsorship deal with Brighton & Hove Albion as the ideal way to re-enter the Premier League sponsorship market after UK visitors to the Florida city helped to deliver record travel tax revenues. 

After record growth in France over the term of its previous deal, MG Motor has extended its sponsorship of Olympique Lyonnais for another three years.

Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.

Michelob Ultra has signed multi-year international sponsorship agreements with Concacaf and Major League Soccer as AB InBev continues to push the beer brand in soccer

Betano believes its decision to operate exclusively in regulated betting markets and willingness to “open its books” to potential partners has been key to securing high-profile deals with Fifa, Uefa and Conmebol.

Coca-Cola has been announced as a late addition to the sponsorship portfolio for the 2024 Copa América, building on its existing association with competition organiser Conmebol’s club competitions.

Dutch giants AFC Ajax and telco VodafoneZiggo have renewed their shirt sponsorship deal until at least the end of the 2026-27 season, providing the Eredivisie club with much-needed stability as it lurches…

Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.

Qatar's flag carrier maintains status as the official airline partner of Uefa's men's national team competitions.

Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge