Japanese sports equipment manufacturer Yonex has agreed a multi-year extension to its partnership with tennis grand slam the Australian Open
LaLiga side Villareal CF has named another ceramics brand as its fifth principal stadium partner, after signing a new deal with local tile producer Ferro.
Blockchain-based fan engagement platform Socios
Bitmain Technologies-owned bitcoin mining company AntPool has signed a sponsorship deal with NBA basketball franchise the Houston Rockets
Food products brand 505 Southwestern has partnered with the University of Southern California, through which it will title sponsor the Scholarship Club Terrace at the Los Angeles Coliseum
Mastercard has inked its first ever esports partnership with US developer Riot Games, maker of the hugely successful League of Legends series.
Carlos Cantó, chief executive of boutique consultancy SPSG Consulting, has warned that clubs risk losing out on sponsorship revenue because their players have become competitors in content generation.
A good sponsorship creates value for both parties
David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.