Key Deals

Football
Sponsorship & Marketing

The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…
Football
Sponsorship & Marketing

After the Covid-19 pandemic scuppered a deal agreed in principle earlier this year, Liverpool entered the 2020-21 Premier League without a sleeve sponsor but interest from Expedia has helped deliver the…
Football
Sponsorship & Marketing

Australian trading platform Axi ended a one-year search for a Premier League club to sponsor when it signed as the ‘Official Online Trading Partner’ of Manchester City in late September.
Football
Sponsorship & Marketing

The value of PepsiCo’s recently-announced sponsorship of Uefa women's football at all levels, from 2020-21 through to the summer of 2025, has been placed at around €2.5m
Golf
Sponsorship & Marketing

The four betting operator sponsors of golf’s PGA Tour, all signed this summer, are each paying similar rights fees for non-exclusive rights with the same contract durations.  Sport
Tennis
Sponsorship & Marketing

Stella Artois will not return as the lead beer partner for the 2021 Australian Open because the brand is being offloaded by its owner, Japanese drinks group Asahi
Football
Sponsorship & Marketing

English football club Watford has expanded its contract with global payment and foreign exchange brand Afex
Cricket
Sponsorship & Marketing

Cricket Australia signed telco Vodafone as its Test match series naming rights partner at a double-digit percentage uplift on the previous contract
Football
Sponsorship & Marketing

Heineken’s decision to switch its Europa League rights from its Amstel brand to the non-alcohol brand Heineken 0.0% was done without a monetary change to the original contract, SportBusiness has learned.
Multi-sport
Sponsorship & Marketing

The four-year extension to the International Olympic Committee’s TOP sponsorship with technology partner Atos – starting after the Tokyo 2020 Summer Games – was contracted at an increase on the previous deal,…
Australian Rules Football
Sponsorship & Marketing

Google Australia made its third deal with the Australian Football League (AFL) in three years when it signed as an Official Partner of the AFL, including new rights to the AFLW women’s league, last month.
Motorsport
Sponsorship & Marketing

Gulf Oil International has signed a multi-year sponsorship with the McLaren Racing Formula One team and luxury supercar company McLaren Automotive
Football
Sponsorship & Marketing

France’s Ligue de Football Professionnel (LFP) this month struck only the second betting deal in its history, a three-year agreement with Betclic that will run from 2020-21 to 2022-23.
Sailing
Sponsorship & Marketing

Global multi-stage sailing event The Ocean Race has signed up Norwegian sportswear brand Helly Hansen as its Official Clothing supplier
Motorsport
Sponsorship & Marketing

Fashion brand Hugo Boss has held talks to reduce its Formula E rights fee by 50 per cent this season, primarily because of the effects of the Covid-19 pandemic on its key corporate hospitality inventory,…
Rugby Union
Sponsorship & Marketing

The Irish Rugby Football Union has extended its contract with kit supplier Canterbury as the brand looks to retain its presence across major rugby events
Tennis
Sponsorship & Marketing

The 30-year relationship between Wimbledon and tech company IBM will become even closer under a new deal announced this month
Football
Sponsorship & Marketing

Spanish football league LaLiga has signed a long-term extension to its sponsorship agreement with video game developer EA Sports