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

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

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…

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

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

Blockchain-based fan engagement platform Socios

The German Football League (DFL), the governing body of the Bundesliga and Bundesliga 2, has signed an agreement with video game publisher EA Sports to set up a German championship for the Fifa game series

Bitmain Technologies-owned bitcoin mining company AntPool has signed a sponsorship deal with NBA basketball franchise the Houston Rockets

Food products brand 505 Southwestern has partnered with the University of Southern California, through which it will title sponsor the Scholarship Club Terrace at the Los Angeles Coliseum

Chinese social media platform WeChat has teamed up with the World Golf Championship-HSBC Champions as an Official Partner of this year’s tournament.

English Championship football club Derby County has signed up Dutch brewery Bavaria as its first ever sleeve sponsor

Chinese consumer electronics company TCL has renewed its sponsorship of the Melbourne Cup Carnival horse-racing event.

Premier League club Liverpool has signed a new partnership with Swiss ski resort Verbier. Under the four-year deal, Verbier will become the club's first ever Official Destination Partner in Europe

Virgin Australia, Australia's second-largest airline after Qantas, has extended its Official Airline Partner deal with the Australian Football League (AFL) for another five years until the end of 2023

Uefa Champions League winners Real Madrid are to name ManBetX as a new regional sponsor in Asia

Mastercard has inked its first ever esports partnership with US developer Riot Games, maker of the hugely successful League of Legends series.

Major League Soccer team Minnesota United FC today announced a multi-year partnership with Minneapolis-based startup CircleRock LLC.

UK bookmaker William Hill further expanded into the US market this week by tying up a long-term deal with casino operator Eldorado Resorts

Online bookmaker Betway has agreed a deal to become a premium partner of Serie A club AS Roma. The three-year deal runs until the end of the 2020-21 season