Key Deals

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.
Table Tennis

India-based property Ultimate Table Tennis (UTT) is close to filling its sponsorship portfolio after IndianOil paid a small uplift to renew its title sponsorship deal for the upcoming 2024 season.
Tennis

The retail offering available to sponsors at the Roland Garros tennis grand slam was a significant factor in Lacoste renewing its long-running agreement with the French Tennis Federation.
Cricket

The value of pension insurance specialist Rothesay’s new sponsorship agreement with the England and Wales Cricket Board (ECB) fluctuates depending on the calibre of England’s test match opponents, SportBusiness Sponsorship understands.
Baseball

Investment management firm T. Rowe Price has acquired the jersey patch rights for the Baltimore Orioles to support an ongoing brand refresh at a local, national and global level.
Football

Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.
Football

BetMGM has made its biggest sponsorship move in the UK market to date with the acquisition of training wear rights at Tottenham Hotspur, a deal that confers exclusivity in the betting category.
Cricket

Aramco is using its top-tier sponsorship renewal with the International Cricket Council to target B2B clients and end consumers in key markets.
Football

Tourism board Experience Kissimmee identified a sleeve sponsorship deal with Brighton & Hove Albion as the ideal way to re-enter the Premier League sponsorship market after UK visitors to the Florida city helped to deliver record travel tax revenues. 
Football

The company, which is Europe’s largest ammunition manufacturer, has signed up as a ‘Champion Partner’ of the club.
Golf

Buffalo Trace Distillery's extension with the DP World Tour marks the first Official Marketing Partner agreement signed by the tour since it launched the category to mirror the PGA Tour’s own sponsorship portfolio as part of the strategic alliance between the two organisations.
Football

Betano is using its front-of-shirt deal with Aston Villa to support its launch in the UK. Matthew Glendinning speaks to Julio Iglesias Hernando, chief commercial officer for the betting firm, and Villa's president of business operations, Chris Heck.
Motorsport

Hewlett-Packard has taken one of the biggest ticket sponsorship items in Formula 1 off the market in its recent title sponsorship agreement with Scuderia Ferrari.
Tennis

The Association of Tennis Professionals has succeeded in its long-term ambition of identifying a sponsor from the tyre sector through its new agreement with Yokohama Tire.
Football

Chinese automotive powerhouse BYD will use its sponsorship of this summer’s Uefa men’s Euro tournament to support the launch of several new energy vehicle models as it seeks to carve out a 5 per-cent share of EV sales in Europe.
Football

Nike's commitment to supply substantial amounts of sports equipment to Germany's 21 state football associations helped it to oust Adidas from its long-standing relationship with the DFB.
Cricket

Indian Premier League (IPL) franchise Gujarat Titans’ new front-of-shirt agreement with fantasy gaming platform Dream11 shows that two years of on-field success and strategic brand building are beginning to pay dividends.
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.