Sponsorship

Latest Features

MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8

In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.

The Premier League’s biggest central deal is with EA Sports, worth about £30m per season. T

With 28 deals, LaLiga has the most central sponsorship deals out of any of the top five leagues

The Bundesliga's central sponsorship income has plateaued since it handed over sleeve sponsorship rights to clubs in 2017-18. Previously, logistics brand Hermes paid €8.5

Premier League football club Everton has extended its technical partnership with football apparel and shoe brand Umbro in a multi-year deal

Sponsorship industry figures have responded strongly on social media against a headline on the CNBC website that said: “Sponsorship spending to hit $66bn worldwide, but most firms don't know if it really w…

Japanese sports equipment manufacturer Yonex has agreed a multi-year extension to its partnership with tennis grand slam the Australian Open

UK-based sailing team Alex Thomson Racing has partnered with Nokia and its industrial research and innovation engine, Nokia Bell Labs

Features

This season Telecom Italia renewed its title sponsorship with Serie A. At €15m per season, this is the league’s biggest central deal. Te

A good sponsorship creates value for both parties

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Expedia becomes Official Travel Partner of the Champions League for next three seasons The deal will be used as a platform for the Expedia and Hotels

After month's of talks, Japanese athletics shoe and apparel manufacturer Asics agreed to sign off a three-year Official Partner deal, from 2017 to 2019, as the federation’s sole kit supplier.