Key Deals
Telepass and VW deals allow FIGC to increase ‘mobility sector’ income
The FIGC has maximised its 'mobility' sector sponsorship income by signing deals with Telepass and VW Italia. Matthew Glendinning reports.
AB InBev interest prompted Heineken to move fast to renew Formula 1 deal
Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
BCCI restores prestige to kit supplier position with Adidas deal
The cricket body will be hoping the new five-year contract puts to bed a turbulent period where the kit supplier rights switched between two less illustrious Indian clothing brands.
3F seeking to increase union membership through Danish Superliga title sponsorship
3F is aiming to stand out among a plethora of labour organisations, maintain its existing membership and increase its awareness among younger Danish workers.
PayPal jersey patch deal generates significant uplift for Suns under new ownership
Under new owner Mat Ishbia, the Phoenix Suns commanded a significantly increased rights fee on renewal from jersey patch sponsor PayPal. Matthew Glendinning reports.
Fiba benefits from competitive Chinese dairy category to sign Yili deal
Fiba has benefited from strong competition in the Chinese dairy category to agree a Global Partner deal with Yili, Asia’s biggest dairy producer. Ben Cronin reports.
Castore banking on LaLiga’s long-term prospects with Athletic Bilbao deal
Castore co-founder Tom Beahon discusses the brand's latest kit supply deal with Athletic Bilbao and the UK-based sportswear company's wider strategy in European football. Matthew Williams reports.
SailGP ends search for title sponsor after Rolex calls for ‘brand clean’ event
SailGP is no longer planning to have a title sponsor after Global Presenting Partner Rolex stated a preference for the sailing series to remain ‘brand clean’ in sponsorship renewal negotiations.
Haier makes swift move for premium audiences with Roland Garros and ATP deals
Chinese home appliances brand Haier is targeting premium sports audiences through two separate tennis sponsorship agreements with the ATP Tour and the French Tennis Federation (FFT). Faaez Samadi reports.
Rajasthan Royals prioritise brand alignment over fee in Luminous front-of-shirt deal
Indian Premier League side Rajasthan Royals resisted more lucrative offers for its front-of-shirt rights before signing a deal with energy solutions provider Luminous Power Technologies, according to CEO Jake Lush McCrum.
AB InBev rethink presents Carling with seat at FA Cup table
A change in strategy at AB InBev has let in Carling to exploit FA Cup rights, while Budweiser supports the England national teams and holds Wembley Stadium pouring rights. Matthew Glendinning reports.
Herbalife final brand to join IPL portfolio before attention turns to new cycle
US health and nutrition brand Herbalife believes growing levels of internet penetration in India present an opportunity to grow revenues in the country. Matthew Williams reports on the brand's recent sponsorship agreement with the IPL.
Cross-promotional benefits accrue to F1 in Paramount+ sponsorship deal
Stars from shows on Paramount+ will make appearances at Formula 1 races as part of the streaming platform’s two-year Official Partner agreement with the motor racing series. Ben Cronin reports.
Player access central to Qatar Airways’ RCB sponsorship
National carrier Qatar Airways has put player access at the centre of its new sponsorship agreement with Indian Premier League franchise Royal Challengers Bangalore. Faaez Samadi reports.
Shell deal leads British Cycling’s sponsorship diversification strategy
British Cycling's addition of Shell to its sponsorship portfolio is part of a stagey to broaden the range of its commercial partners, reports Matthew Glendinning
NRL and Hisense reset sponsorship after tricky Covid period
Chinese consumer electronics and white goods brand Hisense has sought to refocus its sponsorship of Australia’s National Rugby League after its last deal with the property was disrupted by the Covid pandemic. Faaez Samadi reports.
OlyBet fits brief for DP World Tour ‘Official Betting Operator’ launch
OlyBet's 'Official Betting Operator' deal with the DP World Tour marks a new stage in the tour's development of betting sector rights. Matthew Glendinning reports.
TCL focuses on brand awareness as it fills long-empty NFL TV sponsorship position
Chinese consumer electronics company TCL is aiming to boost brand awareness and promote its expanded television product range through its sponsorship agreement with the National Football League. Matthew Williams reports.