Key Deals
Success of first deal drives five-year Infosys renewal for Roland Garros
Infosys extended its French Open sponsorship for five more years – at a nearly 15 per cent fee increase – based on the success of its initial three-year contract. Matthew Glendinning reports.
MLB completes $125m sponsorship deal with Capital One
League refills its banking category with Virginia-based holding company
TikTok’s cross-property offer secures deal to become first W6N title sponsor
TikTok’s onboarding as the first title sponsor of the Women’s Six Nations is a landmark for Six Nations Rugby.
And it took significant time for the tournament body to complete. At
Revamped European Tour sponsorship package commands higher rates in Velocity Global deal
Outsourcing firm Velocity Global’s official partner deal, announced earlier this month, suggests last year’s changes to the European Tour partnership programme are bearing fruit.
Vivo targets Iberian customers via LaLiga smartphone category sponsorship
Chinese smartphone brand Vivo has acquired LaLiga sponsorship rights to drive business in its target markets of Spain and Portugal
Swyftx deal marks NRL’s first cryptocurrency exchange sponsorship
Australia’s National Rugby League has signed cryptocurrency exchange Swyftx as its exclusive cryptocurrency exchange sponsor in a three-year deal, from 2022 to 2024, with a further two-year option until t…
Inventory reshuffle bears fruit for Lega Serie A with new Main International Partner slot
The recent move by the Italian government to become Lega Serie A’s Main International Partner - a designation open since an inventory reshuffle ahead of the 2021-22 season – has delivered a sizeable sev…
New Visa-Fifa deal marks biggest women’s football sponsorship commitment
Payment services brand Visa made the biggest-ever sponsorship commitment in women’s football last month when it acquired the top women’s football package under Fifa’s revamped sponsorship structure.
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Admiral takes new assets to target rugby communities in Welsh Rugby Union renewal
The Welsh Rugby Union’s renewal with long-term insurance partner Admiral came to fruition after a long negotiation amid the height of the Covid-19 pandemic in the UK.
Premier League to add Castrol as seventh official partner
The Premier League has signed up oil lubricant provider Castrol to fill its final central sponsorship position in a multi-year deal which will begin in January 2022
DP World to invest more than $400m in European Tour over next decade
The European Tour will benefit from a cash injection of at least $400m (€349m) over the next decade thanks to its new, historic title sponsorship with Emirati logistics firm DP World.
Honda to promote electric car range after winning out in competitive RFU automotive category
Honda fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands
Vodka brand Tito’s seizes opportunity of PGA Tour’s spirits category shake-out
US craft vodka brand Tito’s Handmade Vodka has made golf the focus of its year-round marketing activity by taking the official vodka role with the PGA Tour.
Cryptocurrency platform Bitci’s sport sponsorship track record key to Fiba deal
The International Basketball Federation (Fiba) conducted an exhaustive review of its blockchain-related sponsorship options before choosing Turkish company Bitci as its global partner in the category
Messi inspires major uplift in PSG’s premium tier with Crypto.com deal
The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com
Years of market research led to MLB’s lucrative global deal with FTX
The five-year, global deal with cryptocurrency exchange FTX, secured in June, saw Major League Baseball join the growing list of sports rights-holders signing up cryptocurrency exchanges after a long evaluation…
Slync.io makes five-year title commitment to golf’s Dubai Desert Classic
Logistics software company Slync.io’s agreement to become title sponsor of the Dubai Desert Classic is understood to run for five years, from 2022 to 2026.