Motorsport
Aston Martin signs up Peroni Libera 0.0% in CSM-brokered deal
Formula 1 team Aston Martin has added alcohol-free beer brand Peroni Libera 0.0% as a sponsor ahead of its return to the sport
Supercars ramps up sponsorship deals ahead of new season
Australian motor racing series Supercars has agreed a number of sponsorship deals ahead of this weekend’s season-opener at Bathurst, the Repco Mt Panorama 500.
F1 teams build sponsorship portfolios ahead of new season
Formula One teams Ferrari, Red Bull Racing and Alfa Romeo Racing have added new sponsors to their portfolios ahead of the 2021 season
Formula E renews with Tag Heuer, commercial head Brémont outlines priorities
Formula E has renewed and realigned its long-term association with watchmaker Tag Heuer
Interprotección follows Pérez to Red Bull Racing, as Alfa Romeo extends Acer deal
Formula 1 team Red Bull Racing had signed up Mexico’s largest insurance company Interprotección as a sponsor for the 2021 season.
Andretti United Extreme E signs Fluère as principal sponsor
Andretti United Extreme E has signed a contract with Next Frontier Brands to make zero-alcohol spirit brand Fluère its principal sponsor.
Shell extends major deal with Scuderia Ferrari as OMP Racing signs with Williams
Oil and lubricant brand Shell has extended its longstanding sponsorship of Scuderia Ferrari as the Formula 1 team’s ‘Innovation Partner’.
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Red Bull extends MotoGP involvement with Australian GP title sponsorship
Dorna Sports, series rights-holder and promoter of MotoGP, has signed up Red Bull as title sponsor of its Australian Grand Prix
Yamaha extends MotoGP commitment to 2026
Japanese motorbike manufacturer Yamaha has extended its participation in the MotoGP World Championship until the end of 2026, under a new five-year deal with the series' commercial rights-holder Dorna…
McLaren signs up Cisco Webex ahead of season start
Formula 1 team McLaren Racing has signed up American video conferencing company Cisco Webex as its latest sponsor
WRC Promoter wins World RX business after end of IMG era
WRC Promoter, the commercial arm of the FIA World Rally Championship, has added the FIA World Rallycross Championship to its portfolio in a deal with the International Automobile Federation (FIA)
Ducati expands Lenovo association to include naming rights
MotoGP team Ducati has signed up technology specialist Lenovo as its title sponsor
Hyperice gains Nascar presence with Kaulig Racing partnership
Hyperice, the increasingly prominent recovery and performance technology company, has secured its first presence within US stock car racing series Nascar by partnering with Kaulig Racing
BetMGM, RCR strike Nascar’s first team-level sportsbook deal
Richard Childress Racing has announced a multifaceted partnership with US gaming operator BetMGM, which has been designated the official sports betting operator of the Nascar Cup Series team
Let’s Write the Future – ABB & Formula E
Through 2018-19 and 2019-20, Swiss engineering brand ABB activated its Formula E title sponsorship through an international programme of local race-relevant digital, social content, at-race events, entertainment and experiences for local B2B targets.
McLaren Racing extends with CNBC, makes games-based deal with Garena
Formula 1 team McLaren Racing has extended its sponsorship agreement with business news network, CNBC, in a multi-year deal
Ally to sponsor inaugural Nascar Cup Series race at Nashville Superspeedway
Ally Financial, a leading digital financial-services company, has been named the presenting sponsor of the inaugural Nascar Cup Series race at Nashville Superspeedway in June
WRC adds TW Steel to top tier of sponsorship portfolio
The FIA World Rally Championship (WRC) has signed up watchmaker TW Steel as a sponsor