Key Story

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

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.

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.

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.

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.

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

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.

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

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.

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

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.

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.

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

The Welsh Rugby Union (WRU) has expanded its relationship with telecoms giant Vodafone to include men’s front-of-shirt sponsorship rights, albeit at a reduced rate compared to its previous deal.

The Hundred’s new principal sponsor deal with price comparison platform Compare the Market represents a strong increase in value on the competition’s previous deal with Cazoo, reflecting its more established position in the UK’s sports market. 

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.