Key Deals

Football
Sponsorship & Marketing

Branding will continue to play a major role in French utility company Veolia’s sponsorship of Ligue 1 club Olympique de Lyonnais, despite its new designation as ‘Environmental Partner’ from 2020-21 to 20…
Basketball
Sponsorship & Marketing

The NBA’s multi-year sponsorship deal with Microsoft, signed in April, places the technology giant among the highest-spending brands on the NBA’s roster.
Basketball
Sponsorship & Marketing

Sporting goods brand Wilson met a list of requirements that went “beyond the transactional” in its bid to replace rival brand Spalding as the NBA ‘s ball supplier from July 2021, SportBusiness understands. A
Football
Sponsorship & Marketing

The Greek Super League board has signed off on a title sponsorship deal with online gambling operator Interwetten. The deal is worth about €6m ($6.6
Football
Sponsorship & Marketing

Spanish football club Sevilla has filled its empty shirt sleeve position, striking a significant deal with US motor oil company Valvoline
Football
Sponsorship & Marketing

English Premier League club Everton has struck a three-season deal to make online car retailer Cazoo its new shirt sponsor
Football
Sponsorship & Marketing

Online bookmaker Interwetten has renewed its deals with two German Bundesliga clubs – TSG Hoffenheim and VfL Wolfsburg – until 2022-23.
Football
Sponsorship & Marketing

Everton’s new kit supply deal, with Danish brand Hummel, will net the club almost double the income of its existing deal with Umbro. SportBusiness understands the agreement is worth about £9.5m (€10.6m/$11.6m)
Football
Sponsorship & Marketing

Watford’s new kit deal with Kelme – a first for the sportswear company in the Premier League – will land the club a larger fee, more freedom over design and a greater presence in China. K
Australian Rules Football
Finance & Money

Sponsorship deals worth more than A$7m (€4.1m/$4.4m) ) per year are under threat from the collapse of Virgin Australia into voluntary administration, SportBusiness can reveal.
Motorsport
Sponsorship & Marketing

Saudi Aramco, one of the world’s biggest oil and gas companies, will pay between $40m (€36.6m) and $45m per year for global partner rights to Formula 1 over 10 years from 2020 to 2029.
Basketball
Sponsorship & Marketing

The NBA’s strategy of non-exclusivity in the footwear and betting partner categories yielded both revenue and marketing value for the league before the NBA shutdown this month.
Football
Sponsorship & Marketing

Coca-Cola’s modest investment in the title rights to Italy’s 2019 Supercoppa appears to have been so successful that the US beverage company is in advanced negotiations for a deal covering the country’s main domestic cup, the Coppa Italia.
Rugby League
Sponsorship & Marketing

Consumer electronics and home appliances brand Hisense – the key addition to the National Rugby League portolio for 2020 – was attracted by the synchronicity between the NRL season and its own product …
Rugby Union
Sponsorship & Marketing

Australia airline Qantas is set to renew its shirt sponsorship deal with Rugby Australia at a discounted price of about A$3m (€1.8m/$2m) per year for the next two seasons. 
Rugby Union
Sponsorship & Marketing

English rugby’s governing body, the Rugby Football Union, has added energy drink Red Bull to its sponsorship portfolio.
Football
Sponsorship & Marketing

LaLiga has made Chinese mineral water brand NongFu Spring its official drinking water partner in China. SportBusiness understands the contract will run until the end of the 2021-22 LaLiga season
Football
Sponsorship & Marketing

Indian specialist tyre company BKT will pay the Ligue de Football Professionnel between €2m ($2.2m) and €2.5m