Key Deals

Rugby Union

Chery Automobile has become the first ever car brand to sponsor European Professional Club Rugby’s Champions Cup and Challenge Cup because it believes the competitions offer a broad platform to reach affluent consumers.
Tennis

The Dubai-based airline has doubled the number of US cities it flies to since first sponsoring the US Open in 2012.
Rugby Union

Allianz is planning a series of grassroots and community rugby initiatives to support its naming rights agreement with Twickenham stadium, as it bids to ‘elevate its brand’ with a target market of commercial and personal lines customers in the UK.
Football

Riyadh Air will use its stadium-naming agreement with Atlético Madrid to build brand awareness ahead of its planned launch in 2025 as Saudi Arabia's more premium and western-focused airline.
Football

SportBusiness Sponsorship provides detailed analysis of crypto exchange Kraken's three sleeve sponsorship deals with Tottenham, Atlético Madrid and RB Leipzig.
Football

SportBusiness Sponsorship speaks to Lorenzo Barale, commercial director for Torino FC, about the club's recent sponsorship deal with Red Bull, one of several agreements in football recently signed by the brand.
American Football

The Washington Commanders’ new stadium-naming agreement with the Virginia-based Northwest Federal Credit Union has been struck with one eye on the franchise moving into a new stadium in the near future. 
Football

Atalanta’s successes in European football mean it is beginning to vie with top Italian clubs for sponsorship opportunities.
Cricket

The Pakistan Cricket Board has secured much-needed new funds through selling naming rights to the Lahore Stadium to the Bank of Punjab.
Cricket

Caribbean Premier League franchise Barbados Royals secured two new additions and one renewal across its top three sponsorship positions ahead of the 2024 edition of the T20 tournament. 
Motorsport

Formula 1 is understood to have held talks with brands including UBS and HSBC before landing on a deal with Spanish bank Santander.
Football

Bank of America has joined fellow US-based company AB InBev in setting a new bar for rights fees associated with the men's World Cup Sponsor tier.  
Football
Sponsorship & Marketing

Inter Miami has agreed a training kit sponsorship deal with blockchain platform Polkadot in what is claimed to be the first-ever sports sponsorship agreement with a Decentralised Autonomous Organisation…
Motorsport

The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team. 
Tennis

The relationship between former world no 1 tennis player and social activist Billie Jean King and US cosmetics brand Elf Beauty proved instrumental in the brand’s decision to sponsor the Billie Jean King Cup women’s international team tennis tournament.
Rugby Union

Scottish Rugby’s UK-wide exposure through the Six Nations was a strong factor in Arnold Clark’s decision to become one of the union’s principal sponsors. 
Cricket

Accenture was encouraged to sponsor Major League Cricket team MI New York because of the franchise’s willingness to tap into areas such as AI and analytics to develop off and on-pitch performance. 
Football

Decathlon has announced ambitions to sign ball supply agreements in South American football after becoming the official match ball supplier for the Uefa Europa League and Uefa Conference League.