Sponsorship
Feyenoord set to part ways with Opel and switch to BMW
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
Dunkin’ extends multi-faceted NHL deal
Popular Massachusetts-based coffee and baked goods chain signs multiyear extension to retain US rights with the league
MGM makes fourth major US sports league play with MLS deal
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
Everton extends with kit supplier Umbro in multi-year deal
Premier League football club Everton has extended its technical partnership with football apparel and shoe brand Umbro in a multi-year deal
Sponsorship in basketball, 2018-19
In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
European Football Sponsorship Report 2018-19: Premier League
The Premier League’s biggest central deal is with EA Sports, worth about £30m per season. T
European Football Sponsorship Report 2018-19: LaLiga
With 28 deals, LaLiga has the most central sponsorship deals out of any of the top five leagues
European Football Sponsorship Report 2018-19: Bundesliga
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
European Football Sponsorship Report 2018-19: Serie A
This season Telecom Italia renewed its title sponsorship with Serie A. At €15m per season, this is the league’s biggest central deal. Te
WARC’s critique on ROI spurs sponsorship industry backlash
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…
Yonex ties up Australian Open extension
Japanese sports equipment manufacturer Yonex has agreed a multi-year extension to its partnership with tennis grand slam the Australian Open
Alex Thomson Racing signs tech-focused deal with Nokia
UK-based sailing team Alex Thomson Racing has partnered with Nokia and its industrial research and innovation engine, Nokia Bell Labs
Musto to kit out Clipper Race
Sailing’s Clipper Race has agreed a new partnership with technical apparel, accessories and footwear brand, Musto.
Vietnamese brand renews with AFF Suzuki Cup
Vietnamese dry cell and storage battery manufacturer Pinaco has renewed its partnership with this year’s AFF Suzuki Cup as an Official Supporter.
Villareal’s ‘Yellow Submarine’ scopes out fifth ceramics partner
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.
TCL tips off Fiba contract with Women’s Basketball World Cup activation
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 nets Tim Hortons partnership
Hockey Canada has signed a new four-year partnership with fast-food restaurant chain Tim Hortons.