Multi-sport
Gowling WLG becomes Birmingham 2022’s first signing
Birmingham 2022 has signed its first Official Sponsor for the Commonwealth Games multi-sport event through an agreement with law firm Gowling WLG
Skyworth unveiled as official television partner of 2019 SEA Games & Asean Para Games 2020
Chinese consumer electronics corporation Skyworth is the official television partner for the 2019 Southeast Asian Games, as well as the 2020 Asean Para Games, in a deal with international sports media…
Record Olympic deal puts Coca-Cola and Mengniu on TOP for digital
The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.
Beijing 2022 signs Cultural Investment Holdings as Official Sponsor
Chinese state enterprise Cultural Investment Holdings Co. has signed as an Official Sponsor of the Beijing 2022 Olympic and Paralympic Winter Games
China Mobile becomes official telco for Military World Games
Chinese telco China Mobile signed a deal last Friday to become exclusive telecommunication services partner of the Military World Games
Toshiba extends multi-faceted AEG partnership
The Toshiba America Business Solutions division of Japanese conglomerate Toshiba has agreed a multi-year extension to its partnership with sports and live entertainment company AEG
Hangzhou Asian Games goes 5G with China Telecom & China Mobile sponsorship deal
The organising committee of the 2022 Hangzhou Asian Games announced China Telecom and China Mobile as official communication service partners, and they will provide 5G network coverage throughout the event
Coke still a ‘fundamental sponsor’ of the Olympics – Timo Lumme
US soft drinks giant Coca-Cola is still a “fundamental sponsor” of the Olympics, despite the changing nature of Olympic marketing, according to an IOC executive.
Barcelona extends with Assistència Sanitària, bundles indoor sports shirt rights
Barcelona has extended its regional partnership with Spanish private health insurance firm Assistència Sanitària.
Svenska Spel strikes long-term Swedish Olympic Committee deal
Swedish state-owned gambling company Svenska Spel has struck a deal to become the new main sponsor of the country’s National Olympic Committee, the SOK.
The deal will be worth more than SEK100m (€9.5m/$10.7m)
ICBC becomes first partner of Chengdu’s Universiade
The Chengdu Organising Committee for the 31st summer Universiade has launched its global marketing programme for the 2021 event, signing Industrial and Commercial Bank of China as its first sponsor.
Google becomes Official Supporter of Tokyo 2020
Google has signed an Official Supporter deal with the Tokyo Organising Committee of the 2020 Olympic and Paralympic Games, a position in the third tier of the domestic sponsorship programme
Tokyo 2020 generates record $3.1bn in domestic sponsorship revenue
The International Olympic Committee has announced that the Tokyo 2020 Olympics has generated a record sponsorship revenue of over $3.1bn, almost three times more than any previous summer Games
Coca-Cola, Mengniu to support IOC’s digital strategy – Payne
The joint ‘TOP’ deal between Coca-Cola Company and Mengniu is about "shared ambitions, not sharing costs," according to Michael Payne, the man who brokered the deal.
Coca-Cola and Mengniu sign as first-ever joint TOPs
The Coca-Cola Company and Chinese dairy brand Mengniu have signed the first-ever joint Worldwide ‘TOP’ Partner agreement with the International Olympic Committee.
Alibaba’s Lazada kicks off TOP activation in southeast Asia
Alibaba-owned Lazada Group has launched its Olympic Games partnership as part of the International Olympic Committee's long-term partnership with its parent company.
China’s two biggest dairy companies fight over 2022 Winter Olympics sponsorship
Chinese dairy products company Inner Mongolia Yili Industrial Group has threatened to pull out of sponsoring the 2022 Winter Olympics in Beijing due to a dispute with rival firm China Mengniu Dairy
Caixa extends backing of Brazilian Paralympic Committee
Financial services company Caixa has extended its partnership with the Brazilian Paralympic Committee (CPB).
Under the agreement, Caixa will invest R$2