Key Deals

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.

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.

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.

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

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.

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.

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 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.

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.

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

German football club St. Pauli has welcomed Puma back as its kit supplier after deciding to no longer manufacture its own jerseys.

Liverpool FC commercial director Ben Latty describes how the club will work with new sponsor, global shipping and logistics specialist UPS, to enhance its retail and e-commerce operations.

The sale of the Washington Wizards’ jersey patch to online brokerage platform Robinhood was heavily influenced by the regional sports network broadcast integrations guaranteed by the NBA franchise’s ownership group, Monumental Sports & Entertainment (MSE).

Williams Racing’s new multi-brand sponsorship agreement with The Hut Group (THG) is understood to be the most lucrative in the team’s current sponsorship portfolio. 

Vodafone has folded additional women’s national team rights into its sponsorship deal with the Irish Rugby Football Union, as the pact continues to help it to build brand affinity and awareness in the highly competitive Irish telecoms sector.

Federico Palomba, managing director of Juventus FC's APAC office, talks about the club's recent renewal with Chinese mineral water brand Ganten.