Key Deals

Cricket

Kia is placing sustainability and its electric vehicle range at the centre of the recent renewal of its stadium naming rights agreement with Surrey County Cricket Club – the biggest sponsorship deal in the club’s history.
Multi-sport

AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.
Tennis

Tennis' continued popularity in China was central to Luzhou Laojiao’s sponsorship renewal with the Australian Open tennis Grand Slam.
Cricket

UK-based investment platform IG will focus on winning new business through its sleeve sponsorship agreement with the England and Wales Cricket Board (ECB) having settled on this strategy midway through its previous contract with the organisation.
Basketball

TCL’s decision to renew its Global Partner deal with the International Basketball Federation (Fiba) is evidence of basketball’s enduring appeal to Chinese brands.
Darts

BetMGM is aiming to bring Vegas-style entertainment to the UK market with its Premier League Darts title sponsorship deal.
Cricket

Indian cola brand Campa has secured stadium pouring rights across India’s home international matches through its new central sponsorship agreement with the Board of Control for Cricket in India (BCCI).
Basketball

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.
Football

Carabao’s recent extension of its title sponsorship of the English Football League (EFL) Cup will see the energy drink brand become the longest serving naming sponsor in the tournament’s history.
Esports

Sandwich restaurant chain Subway is making the UK the focus of its shirt sponsorship deal with Guild Esports, the professional esports team co-owned by David Beckham, having recently launched a major advertising push in the market.
Golf

The evolution and expansion of sponsored broadcast features was key to the extension of professional services firm Aon’s ‘Official Marketing Partner’ agreement with the PGA Tour.
Basketball

Motorola’s sponsorship agreement with Euroleague Basketball is designed to support the brand’s attempts to re-establish itself across Europe.
Basketball

The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.
Football

Italy’s Ministry of Foreign Affairs and International Cooperation will use players from each of Serie A’s 20 clubs to promote Italian-made products in a series of TV and digital media adverts as part of its sponsorship deal with the Italian top-flight.
Darts

Paddy Power’s title sponsorship of the Professional Darts Corporation’s (PDC) World Darts Championship is the brand’s most significant sports sponsorship deal to date.
Football

Football Australia (FA) has capitalised on strong recent performances from its men’s and women’s national teams to land a new 10-year kit supplier agreement with Nike.
Football

Andrea Morando, global head of partnerships at Socios, explains the company's latest partnership with Tottenham Hotspur and how it represents a new stage in the development of its fan engagement tools.
Football

Korean forward Lee Kang-in will be at the heart of Korean bakery chain Paris Baguette's global deal with Paris Saint-Germain.