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.

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.

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

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

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

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.