Sponsorship & Marketing
MRF Tyres ‘opts against ICC renewal’
MRF Tyres is expected to reduce its presence in cricket after deciding against renewing its global sponsorship of the ICC, according to reports.
IndyCar tops up Official Partner pool with Cisco
Penske Entertainment has widened its already broad portfolio of IndyCar Official Partners in a sponsorship agreement with US-based digital technology group Cisco.
Winners Alliance adds Euroleague players’ collective commercial rights to portfolio
Winners Alliance has struck an exclusive agreement with basketball's Euroleague Players Association to manage the commercial rights of more than 300 players across the continent.
Aston Villa seals first Adidas tie-up, Castore turns to Everton
Aston Villa will play top-flight European football for the first time in 41 years with a new kit supplier, as well as record shirt sponsor, after a multi-year agreement with Adidas was signed off.
Athletics Federation of India looks to Puma kit deal to fuel ambitions
The Athletics Federation of India (AFI) has signed a new agreement with Puma in a boost to its track and field growth ambitions
Ex-Google marketing exec Sanders takes Cricket Australia CCO reins
Cricket Australia has filled a key void in its executive team, with the appointment of Ed Sanders as its chief commercial officer.
Betano continues sponsorship push with three-year Benfica renewal
Kaizen Gaming’s international sports betting and casino brand Betano has continued its aggressive sponsorship spending spree, extending its sleeve agreement with Portuguese Primeira Liga side Benfica.
Under Armour set for layoffs amid sharp revenue drop
Back at the helm, Under Armour founder Kevin Plank says the company is "seizing this critical moment to make proactive decisions" for its future.
Doku group wins legal battle in Panini image rights case
Manchester City’s Jérémy Doku and three French players have won another battle for control of image rights in France – this time in a dispute with the country’s players union and the Panini sticker company.
Volleyball World nets first betting partner across both disciplines
Volleyball World, the sport's commercial entity, has signed its first global betting sponsor covering both its indoor and beach disciplines, a five-year agreement with 1xBet.
Spalding renews Euroleague ball supplier deal amid Wilson incursion
Despite a recent surge into European basketball from rival Wilson, US sports brand Spalding has extended its ball supplier agreement with Euroleague Basketball.
Paramount turns to Uefa final again to entice OTT subs
The Paramount+ streaming platform will be showcased at next week’s Uefa Europa League final thanks to a short-term shirt sponsorship with Italian club Atalanta which echoes a similar deal last year with Inter Milan.
Supponor, TGI Sport to serve LatAm with remote operating hub
Virtual advertising technology firm Supponor and TGI Sport, the tech-led sports media agency part owned by Bruin-Capital, are planning to build a new remote operating centre together in South America to better serve the region.
Sponsorship revenue to beat Paris 2024 targets; football ticket sales lag
Paris 2024 is confident ongoing talks with brands across the country will result in sponsorship revenue for this summer’s Olympic Games exceeding the already revised upwards target of €1.24bn ($1.34bn).
DFB renews major Volkswagen sponsorship, adds Klarna
The German Football Association is set to announce the renewal of its major sponsorship agreement with Volkswagen, SportBusiness understands.
Betano advances Latin America push with Argentinian league title sponsorship
Kaizen Gaming's deal with Argentine Football Association comes on the heels of its title sponsorship of Campeonato Brasileiro Série A.
Chiliz signals ‘next phase’ of fan tokens with expanded Atlético deal
Chiliz's multi-year expansion of its Socios.com agreement with Atlético Madrid will make the fan tokens more widely available, according to James Murphy, the new chief commercial officer at the blockchain provider.
Betting money continues to flood Brazilian football with record Vasco-Betfair deal
Vasco da Gama has landed the biggest sponsorship deal in its history, selling its front-of-shirt inventory to Betfair, as the battle for market share among betting brands in Brazil escalates