Key Deals

Golf
Sponsorship & Marketing

Korean luxury car brand Genesis will pay more than the previous incumbent, investment brand abrdn, as the new title sponsor of the Scottish Open in a deal announced last week
Motorsport
Sponsorship & Marketing

Formula One’s recently-announced sponsorship deal with Best Water Technology (BWT), will form a key part of the motorsport series’ plan to make all of its events sustainable by 2025.
Football
Sponsorship & Marketing

Paris Saint-Germain’s recent sponsorship deal with German online car retailer Autohero has highlighted the importance of approaching emerging sector brands early in their growth cycle, according to Marc A…
Football
Sponsorship & Marketing

Newly-promoted English Premier League side Watford has signed up cryptocurrency betting platform Stake.com as its new front-of-shirt sponsor
Motorsport
Sponsorship & Marketing

Cryptocurrency exchange Crypto.com signed as a top-tier Formula 1 sponsor in late June in a lucrative agreement
Basketball
Sponsorship & Marketing

The International Basketball Federation (Fiba) and Tissot have extended their long-standing relationship, from the start of 2022 until the end of 2027, in a move that will see an increased activation commitment…
Rugby Union
Sponsorship & Marketing

Automotive retailer Peter Vardy Group arrived late at the discussion table late before outbidding rival offers to take up the Scottish Rugby Union’s front-of-shirt sponsorship rights in deal announced i…
Australian Rules Football
Sponsorship & Marketing

Wellness tech company Therabody signed two Australian sports league sponsorships this April, having entered the local market under its former Theragun corporate name in late 2019
Football
Sponsorship & Marketing

Wolverhampton Wanderers has become the first Premier League club to announce a kit supply deal with UK-based sportswear manufacturer Castore
Rugby Union
Sponsorship & Marketing

eToro extended its home match naming rights deal with Rugby Australia having identified the sponsorship as the most efficient way to hit its target 20-to-45-year-old male demographic in a growth territory
Football
Sponsorship & Marketing

Last month’s deal with BMW has grown AC Milan’s Premium Partner tier to four brands – a doubling since the end of last season, with EA Sports having signed in August ahead of the start of the 2020-21 seaso…
Motorsport
Sponsorship & Marketing

Peroni 0.0%’s entry into the Formula One market with Aston Martin will support parent company Asahi Group’s vision of increasing the prominence of non-alcoholic brands in its portfolio.
Ice Hockey
Sponsorship & Marketing

Canadian food delivery network SkipTheDishes became the first food delivery brand to sponsor the NHL earlier this year, in a Canada-only deal. The Canadian subsidiary of the Just East Takeaway
Football
Sponsorship & Marketing

Conmebol, South American football’s governing body, has announced its second standalone sponsor for the Copa Sudamericana, the second-tier clubs competition, in a deal with payment provider PayRetailers.
Basketball
Sponsorship & Marketing

The wide-ranging global deal between recovery tech brand Hyperice and the NBA, contracted in July last year, was signed a season ahead of the brand’s original timeline because of the advantages afforded t…
Rugby
Sponsorship & Marketing

English rugby club Saracens has filled its headline sponsor designation with financial trading company StoneX in a deal brokered by sports marketing agency Pitch International
Football
Sponsorship & Marketing

Lega Serie A has struck a deal giving technology giant Sony’s PS5 games console the title sponsorship rights around the 2020 Supercoppa Italiana.
Football
Sponsorship & Marketing

The German Football League's recent renewal with betting operator Tipico is worth an increase on the value of its existing Bundesliga sponsorship, SportBusiness understands