Key Deals

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.

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.

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.

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.

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.

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.

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. 

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.