Sports marketing agency Right Formula has strengthened its US offering by hiring Rick Cuellar as commercial vice-president
Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari
SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
Fashion brand Hugo Boss has revealed it is to focus solely on Formula 1, ending its long-term association with the Formula E electric racing car series
Motorcycling’s MotoGP continues to place a focus on technology-led commercial deals after a new agreement was secured with GoPro.
FanDuel has become an Authorized Gaming Operator of Nascar, granting the online gaming company rights to use certain Nascar marks and collaborate with the stock car racing series to create new betting…
Nascar and nVenue have announced a multi-year deal to create in-race micro-betting markets and predictive contests for the motorsport series
German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.
McLaren Racing is resisting calls from Dutch health organisations to remove branding of tobacco-free nicotine specialist Velo from its car for the upcoming Dutch Grand Prix
Qatar Airways has appointed global sports marketing agency Right Formula as its retained agency for the airline’s Formula 1 activation programme.
Former NBA vice president of marketing partnerships Daniel Rossomondo speaks to SportBusiness Sponsorship about his ambitions for MotoGP since joining the motorcycling series as chief commercial officer.
Formula 1 has opened up a suite of potential new commercial inventory via changes it has made to the structure of its all-female F1 Academy series
Formula E is in the market for a 12th team to join its grid, but will be highly selective about the type of organisation that fills it, new chief executive Jeff Dodds has declared
NASCAR has announced a deal with global esports organisation Gen.G as the motorsport continues to plant its flag in different emerging industries
Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.
Bridgestone will rival incumbent Pirelli to become Formula 1’s official tyre supplier having entered a bid under the current tender process, according to BBC Sport.
Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
McLaren Racing has extended its agreement with global professional services company Deloitte in a multi-year renewal that expands the association to a global level