Key Deals

Football

PlayStation has become the latest sponsor of the men’s Champions League to expand its relationship with Uefa so that it also encompasses the federation’s women’s football sponsorship programme. Ben Cronin reports.
Football

The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.
Football

The structure of Expedia’s latest sponsorship agreement with Uefa sets a precedent for the creation of a new sponsorship tier for the men’s Champions League. Matthew Williams reports.
Rugby Union

Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.
Football

Fortaleza has become the latest Campeonato Brasileirão Série A club to benefit from the boom in betting sponsorship in Brazilian football. Ben Cronin reports.
Golf

Shipping logistics, e-commerce and software company EasyPost moved quickly to became LIV Golf’s first ever Global Partner in order to maximise the impact of its sponsorship with the breakaway golf organisation. Matthew Glendinning reports.
Tennis

Kia’s decision to extend as ‘Major Partner’ of the Australian Open in January has made the relationship one of the longest running deals in Australian sports sponsorship. Faaez Samadi reports.
Football

Liverpool Football Club’s sleeve sponsorship renewal with Expedia is worth significantly more than the travel provider’s previous agreement but still fell short of the club’s expectations. Matthew Williams reports.
Motorsport

As Gulf Oil's sponsorship of McLaren Racing came to its conclusion, the company resolved to remain in the F1 market. It ultimately settled on Williams Racing and the opportunity the team provided to enter esports for the first time.
Tennis

The Association of Tennis Professionals (ATP) has made the reduction of plastic waste a core focus of its sponsorship agreement with Austrian hydration company Waterdrop. Faaez Samadi reports.
Football

PSG's three-year official timing deal with Purnell marks another step in the club's progress as a lifestyle brand.
Motorsport

Provisions were put in place for Qatar Airways to become a Global Partner of Formula 1 when the long-term hosting deal that will see 11 Grand Prix hosted in the country’s capital city, Doha, between 2021 and 2032 was agreed with the motorsport.
Rugby Union

The Italian Rugby Federation will be hoping that its latest front-of-shirt sponsorship deal with insurance company Vittoria will end what has been a turbulent period commercially.
Motorsport

Cryptocurrency casino and sports betting platform Stake.com became title sponsor of the Sauber Group-owned Formula 1 team in January after a process that involved consideration of sponsorship opportunities with seven F1 teams.
Football

Jio Platforms is using Manchester City stadium branding and club content to drive engagement with its digital ecosystem in India. Matthew Glendinning reports.
Rugby Union

Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.
Rugby League

Kia Australia, the local subsidiary of the Korean car maker, added another significant property to its Australian sports sponsorship portfolio when it signed a three-year sponsorship agreement with the National Rugby League (NRL) in December running from 2023 to 2025.
Football

AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.