Key Story

Football

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

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. 
Football

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

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.
Football

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.
Football

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

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.
Football

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.
Football

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.
Baseball

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.
Ice Hockey

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.
Football

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.
Cricket

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.
Rugby Union

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.
American Football

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.
Football

The FIGC has maximised its 'mobility' sector sponsorship income by signing deals with Telepass and VW Italia. Matthew Glendinning reports.
Motorsport

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.
Cricket

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.