Key Deals

Basketball

German car rental company Sixt signed a global sponsorship with the LA Lakers, but a US-only deal with NBA rival, the Chicago Bulls.
Cricket

The recently completed Asia Cup, organised by the Asian Cricket Council (ACC), earned seven figure-sums from both of its top two central sponsorship positions.
Australian Rules Football

Toyota Australia's extension of its long-running naming rights deal with the Australian Football League is the largest sponsorship deal in Australian sport.
Basketball

Tyre manufacturer BKT was able to acquire the title rights to the EuroCup, Europe’s second-tier basketball competition, as part of its recent extension as a Premium Partner of the top-tier EuroLeague tournament.
Football

The Premier League’s huge worldwide appeal is a key aspect of both Dubai-based online trading provider CFI Financial Group’s front-of-shirt agreement with newly-promoted Sheffield United and the club’s sleeve deal with UK home appliances manufacturer Gtech.
Football

Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
Rugby Union

Investec’s decision to take the title sponsorship rights to European Professional Club Rugby's Champions Cup has helped the competition to emerge from a challenging period commercially.
Football
Sponsorship & Marketing

Nottingham Forest’s two-year deal with Asian betting brand Kaiyun was agreed after the club contacted two other Premier League teams with links to the brand for due diligence.
Golf
Sponsorship & Marketing

Citi aims to make gains from Ryder Cups in Italy and the US with the 2025 event in New York targeted for its fullest activation.
Football

Rwanda is continuing to back its strategy of using sports sponsorship as a tool to boost tourism and investment from Europe after agreeing another top-flight football deal, this time with Bayern Munich.
Football

Saudi body is focusing on increasing 'football-driven tourism' to the kingdom through its recent sponsorship agreement with Spain's LaLiga. 
Football
Sponsorship & Marketing

Riyadh Air has put Atlético de Madrid at the centre of its efforts to build a global brand ahead of its maiden commercial flight in 2025.
Football

AstroPay extends Wolves front-of-shirt deal into second season Brand wants to appeal to sports fans via integration of rewards-based payment platform
Football

Fulham FC’s decision to exercise a break clause in its front-of-shirt sponsorship deal with W88 paved the way for Burnley FC to agree its own main shirt sponsorship deal with the ubiquitous betting brand.
Rugby Sevens
Sponsorship & Marketing

HSBC has re-committed to the Rugby Seven Series as World Rugby exerts greater control over the event.
Football

The signing of Lionel Messi by Major League Soccer side Inter Miami has allowed the team to more than double the value of its sleeve sponsorship position.
Football
Sponsorship & Marketing

Adidas was keen to finalise a 10-year extension to its kit supply partnership with Manchester United to 2035, especially in the context of flat Q2 sales.
Football

Brilliantcrypto's global sponsorship deal with PSG demonstrates the Parisian club's ongoing appeal to Asian brands.