Key Deals
Apple gains sponsorship rights to Super Bowl Halftime Show
League completes five-year agreement with technology giant
Google sponsorship underwrites US broadcast distribution for Fiba Women’s World Cup
Silicon Valley brand to sponsor 2022 Fiba Women’s World Cup
Broadcast sponsorship deal with ESPN agreed in parallel to deal with federation
European Tour’s Associate Partner tier delivers platform for Cignpost Diagnostics
The European Tour group took advantage of its new Associate Partner level sponsorship offering to secure Cignpost Diagnostics in July as the tour’s ‘Official Health Diagnostics and Screening Partner’.
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ProMedica sponsorship takes women’s golf majors to new financial level
ProMedica’s 10-year sponsorship of the United States Golf Association (USGA), from 2022 to 2031, signed in January, has underscored the growing value of the women’s golf majors.
LaLiga secures title sponsorship uplift in long-term EA Sports deal
EA Sports FC will be the title sponsor of LaLiga competitions from the start of the 2023-24 season in a lucrative agreement unveiled today (Tuesday)
Puma to leverage Serie A ball supply deal to develop Italian retail footprint
Initial idea behind deal would have seen Puma combine Serie A ball supply rights with FIGC kit deal
Puma keen to make strides in football segment of sports equipment market in Italy
Standard Chartered extends with Liverpool in £50m-per-season deal
Liverpool has extended its main shirt sponsorship with Standard Chartered Bank for another four years, starting in the 2023-24 season
Land Rover renewal ramped up investment in Rugby Australia
Land Rover is thought to have doubled its investment in Rugby Australia when it signed as a major partner and ‘Official Vehicle of the Wallabies’, from 2022 to 2024, in May.
Qatar Airways upgrades to ‘€60m-to-€70m’ per season PSG main shirt deal
State-owned carrier Qatar Airways has become the new official shirt sponsor of Paris Saint-Germain in what is believed to be a three-year deal from 2022-23 to 2024-25
Warriors jersey patch deal maximises value of ‘deeper’ Rakuten relationship
Technology company Rakuten recorded the biggest NBA jersey patch deal in the property’s short history when it extended its agreement with the Golden State Warriors in May, SportBusiness Sponsorship has l…
Deutsche Telekom-DFB deal held value in challenging market
Deutsche Telekom’s recent sponsorship renewal with the German Football Federation (DFB) held its value, despite difficult on-pitch and off-pitch conditions for the rights-holder.
‘Unbelievable’ WhaleFin-Atlético Madrid deal signed ‘more than two months ago’
Atlético Madrid’s club record main shirt sponsorship agreement with the cryptocurrency investment app WhaleFin was signed more than two months ago after progressing rapidly from first talks.
TikTok’s NHL sponsorship marks latest move in sports fan acquisition push
TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.
Formula E/DHL extension buffs sustainability focus
Formula E and long-time sponsor DHL extended their deal for the 2021-22 season at a largely unchanged fee, SportBusiness Sponsorship understands
MSC Cruises and Salesforce headline quartet of F1 additions
Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.
Vodafone makes Wimbledon centrepiece of return to sponsorship mainstream
Deal with AELTC primarily cash-based with limited value in kind
Fuse agency provided advice on strategy and sponsorship valuations
IMG agency also involved in discussions
ESL Gaming renewal positions esports among Monster Energy’s top-dollar sponsorships
Monster Energy’s deal with esports events organiser ESL Gaming last month immediately becomes one of the biggest in the energy drink brand’s sponsorship portfolio.
Papa John’s targets local rugby communities via WRU and SRU sponsorship
Pizza chain Papa John’s has made community the focus of its Welsh and Scottish Rugby Union sponsorships, replicating the model of its deals in UK football.