Sponsorship

Dutch Eredivisie club Feyenoord is expected to switch its car category sponsor from mid-range car brand Opel to high-end German rival BMW from next season

Popular Massachusetts-based coffee and baked goods chain signs multiyear extension to retain US rights with the league

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

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

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

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

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

Sailing’s Clipper Race has agreed a new partnership with technical apparel, accessories and footwear brand, Musto.

Vietnamese dry cell and storage battery manufacturer Pinaco has renewed its partnership with this year’s AFF Suzuki Cup as an Official Supporter.

LaLiga side Villareal CF has named another ceramics brand as its fifth principal stadium partner, after signing a new deal with local tile producer Ferro.

Chinese consumer electronics company TCL has activated its first-time global partnership with the International Basketball Federation (Fiba) for the Women's Basketball World Cup 2018, currently under way…

Hockey Canada has signed a new four-year partnership with fast-food restaurant chain Tim Hortons.