Key Deals

DP World becomes Key Worldwide Partner for next three Ryder Cups Access to the US market especially important to the Dubai-based company

Betclic’s new title sponsorship agreement with Liga Portugal expands the brand’s already extensive sports presence in one of its most important markets.  

Starr Insurance has become the first corporate entity to brand the sleeve of the New York Yankees jersey after at least two other high-paying brands were turned down by Major League Baseball’s most famous franchise. 

AC Milan currently holds most lucrative sleeve sponsorship in Serie A Milan’s popularity in US market important to securing the agreement C

The ATP has fulfilled a long-term ambition to restore an automotive brand to its sponsorship portfolio after Lexus agreed to become a Platinum Partner of the men’s professional tennis tour. Faaez Samadi reports.

Gambling platform BK8 fulfilled its long-term aim of becoming a front-of-shirt sponsor of a Premier League club when an agreement with Aston Villa was announced in June. Matthew Williams examines the deal in greater detail and speaks to the brand's European managing director, Michael Gatt about the reaction from fans.

Crypto exchange OKX has upgraded to Manchester City sleeve sponsor, having opened itself up to meticulous due diligence at the start of the partnership.

The Board of Control for Cricket in India (BCCI) has prioritised stability over profits in taking a significantly lower fee for its new Team India lead sponsorship deal with Dream11.

PepsiCo’s Gatorade brand will be seen hydrating players on the sidelines for the first time in its next sponsorship agreement with the Champions League after Uefa persuaded clubs to make the inventory available. Ben Cronin provides detailed analysis of the sponsorship renewal.

The English Football League (EFL) found ways to mitigate gambling industry sponsorship concerns in its extended title deal with Sky Bet, believing that the agreement represented the best way to support its 72 member clubs.

The New York Mets' first-ever sleeve sponsorship deal with hospital group NewYork-Presbyterian is a highly flexible agreement with options on both the rights fee and contract term. Matthew Glendinning reports.

Delta Air Lines has consolidated its presence in the LA market by extending sponsorship deals with the AEG-owned Crypto.com Arena and the LA Kings. Matthew Glendinning reports.

US ticketing firm Stage Front will advise RCD Espanyol on the best ways to spend funding from the LaLiga Impulso project as part of its new stadium-naming agreement with the Spanish Segunda División team. Ben Cronin reports.

The co-founder of cricket’s Caribbean Premier League (CPL) has described Republic Bank’s title sponsorship agreement as a “natural evolution” of its long-standing association with the competition. Matthew Williams reports.

World Rugby believes a new, three-year sponsorship deal with insurance company Gallagher covering its women’s rugby events will act as a proof of concept for a new commercial approach. Faaez Samadi reports.

Baltimore Ravens president Sashi Brown and Augie Chiasera, M&T Bank's regional president for Baltimore, tell SportBusiness Sponsorship about the recent extension of the brand's long-term stadium naming rights agreement. Matthew Williams reports.