Key Deals

Motorsport

Red Bull Racing’s recent expansion of its agreement with premium sportswear brand Castore represents a ‘seismic moment’ for the team, according to commercial director Nick Stocker.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Cricket

Indian skincare brand FixDerma is looking to significantly increase brand awareness and support a push into physical retail sales via its new sleeve sponsorship agreement with Indian Premier League franchise, Delhi Capitals. 
Football

The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
Football

Sky Ireland decided to take out Primary Partner rights to the Irish men's national football team after reaping the benefits of an alignment with the women's national team.
Cricket

Indian Premier League franchise Punjab Kings is banking on closing several sponsorship deals before the start of the 2024 season to achieve an almost 20-per-cent year-on-year uplift in commercial revenues.
Tennis

The Dubai-based airline will begin its agreement with the All England Lawn Tennis & Croquet Club (AELTC) from this year’s tournament, which takes place entirely in July.
Football

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Rugby Union

Six Nations Rugby has secured an uplift in the value of the men's and women's Six Nations title rights in its recent sponsorship renewal with Guinness.
Basketball

Kia's arena-naming rights agreement with the Orlando Magic is designed to give the firm a coast-to-coast profile in the US and cement its position in Orlando where it is second only to Toyota for car sales.
Golf

FedEx’s investment as title sponsor of the Open de France golf tournament can be credited directly to the DP World Tour’s commercial partnership with the PGA Tour.
Football

Škoda is using its sponsorship deal with Women’s Super League (WSL) side Chelsea Women to develop brand awareness and consideration, as well as target female consumers and family audiences.
Football

BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.
Cricket

Kia is placing sustainability and its electric vehicle range at the centre of the recent renewal of its stadium naming rights agreement with Surrey County Cricket Club – the biggest sponsorship deal in the club’s history.
Multi-sport

AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.
Tennis

Tennis' continued popularity in China was central to Luzhou Laojiao’s sponsorship renewal with the Australian Open tennis Grand Slam.
Cricket

UK-based investment platform IG will focus on winning new business through its sleeve sponsorship agreement with the England and Wales Cricket Board (ECB) having settled on this strategy midway through its previous contract with the organisation.