Multi-sport
Birmingham 2021 marks 500-day countdown with new sponsors
World Games 2021 Birmingham has signed up two new sponsors for next year’s edition of the multi-sport event in the US city, along with handing out the first major contract awarded through the World of O…
Delta makes $400m commitment to LA28 and Team USA
Delta Air Lines has signed an eight-year deal as a founding partner of the Olympic and Paralympic Games in Los Angeles 2028 and a supporter of the US Olympic and Paralympic teams
M&C Saatchi S&E to activate Dreams’ Team GB sponsorship
UK bed retailer Dreams has appointed the M&C Saatchi Sport & Entertainment agency to activate its sponsorship of Team GB for this summer’s Olympic Games in Tokyo.
Athletes continue to rail against Rule 40 restrictions in global survey
A majority of athletes believe they should have the right to build and sell their brands at the Olympic and Paralympic Games, according to a new survey
Legends sets up Global Partnerships division led by Hibbs
US-based sport and entertainment agency Legends has created a global partnerships division led by industry veteran Chris Hibbs, president of the new unit
New rules on betting ads protect sporting interests in Spain – consumer group
Spanish consumer group FACUA has attacked Spanish legislators for being too soft on betting-related broadcast advertising around football events
Lagardère Sports to be rebranded and Felsing returns in H.I.G. takeover
H.I.G. Europe, an arm of the international private equity and asset management firm, has signed a definitive agreement to acquire a majority stake in the Lagardère Sports agency.
TOP sponsor Panasonic backs Tokyo 2020 torch relay
Japanese consumer electronics company Panasonic has stepped up its backing of this year’s Olympic Games in Tokyo by becoming a supporting partner of the Olympic Torch Relay.
Tokyo 2020 expands NEC deal, IOC licensees roll out products
Tokyo 2020 has expanded its sponsorship with Japanese electronics firm NEC to cover a new product category, "Private Network Radio Systems"
USOPC and NBCUniversal sign up Eli Lilly as Team USA sponsor
The United States Olympic & Paralympic Committe (USOPC) has signed global pharmaceutical company Eli Lilly as a sponsor the US Olympic and Paralympic teams in a deal also involves its broadcast rights-holder…
Iberia takes flight with Spanish NOC, extends basketball ties
Spanish airline Iberia has become a sponsor of the Spanish Olympic Committee (COE) after an agreement was announced in Madrid
German Paralympic Committee extends with Deutsche Sports Marketing
The German Paralympic Committee (DBS) has extended its exclusive marketing partnership with the Deutsche Sport Marketing (DSM) agency
Technogym deal adds to Tokyo 2020’s $3bn in domestic revenue
Fitness equipment brand Technogym has become the 67th the domestic sponsor of the Tokyo 2020 Olympic and Paralympic Games as a third-tier Official Supporter
Uniforms unveiled for Tokyo 2020 Japan team and technical officials
Japanese clothing retailer Aoki Inc and sportswear company Asics yesterday unveiled the official uniforms of the Japanese national team and the technical officials working at the Games
Sponsorship to drive IOC revenue growth in 2017 to 2020 cycle
Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…
Alibaba partners with Narita Airport to showcase Tokyo 2020 artwork
Technology firm Alibaba Cloud has formed a partnership with Narita Airport to showcase digital artworks by young Japanese artists related to the upcoming Tokyo 2020 Olympics
Turner Sports’ Mollica takes partnerships role at LA 2028 joint venture
Katy Chambers Mollica, an experienced executive at US broadcaster Turner Sports, has joined US Olympic and Paralympic Properties, LA 2028’s joint venture with the US Olympic Committee, as head of partnership s…
Gowling builds on Commonwealth Games backing with deals in England, Canada
Law firm Gowling WLG has stepped up its backing of the Commonwealth sports movement by agreeing sponsorship deals with Commonwealth Games England and Commonwealth Games Canada