Sponsorship & Marketing

The Confederation of African Football is planning to introduce virtual overlay advertising at its events for the first time and has invited suppliers to submit bids for the contract, SportBusiness understands.

Qatar Airways, one of world sport's most prominent sponsors, has signed a multi-year deal with motorcycling's MotoGP.

Commercial rights executive Russell James has set up a new consultancy after recently vacating the sales and marketing director position at the England and Wales Cricket Board (ECB)

The Dolphins National Rugby League team has been forced to downgrade its sponsorship agreement with medicinal cannabis sponsor Alternaleaf over breaches of Australian advertising laws,

World Rugby is increasingly looking to unbundle commercial rights to the women’s game, following similar steps taken by Fifa and Uefa in recent years, but believes that bundled rights deals “still make sense” in certain markets.

Saudi energy and chemicals companies Aramco has extended its global partnership with the International Cricket Council (ICC) for another four years

Formula E has signed its second successive sponsorship deal in the artificial intelligence (AI) category in the space of two months, announcing a three-year agreement with Infosys.

The Orsen sports marketing agency has landed the contract to handle the commercial rights for Fiba 3x3 basketball competitions globally.

The SPFL is poised to return to the gambling sector for its main source of central sponsorship income amid tough market conditions as it prepares to announce a long-term title sponsorship agreement with William Hill.

Fanatics has struck another blow to Panini by announcing a wide-ranging licensing agreement with the English Premier League.

Riyadh Season, the annual Saudi Arabian state-funded festival hosted in the capital, is continuing to branch out beyond its borders, with a new sponsorship deal struck with the Ultimate Fighting Championship (UFC).

David Abrutyn, a 30-year sports industry veteran, is joining the sports division of Creative Artists Agency (CAA) to bolster its ice hockey business.

US sports agency Excel Sports Management has hired UK sports marketer Sean McAuliffe as Excel’s first European-based executive dedicated to its property sales business.

Williams Racing is looking to secure a new title sponsor in time for the start of the 2025 Formula 1 season, SportBusiness can reveal. 

The International Tennis Federation has announced that Microsoft has renewed its sponsorship of the Billie Jean King Cup.

Digital consultant and software development firm Globant has agreed an Official-Partner-level deal with Formula 1 that will see it overhaul the motorsport’s mobile fan application and the pit wall system used by teams.

Visa has selected Inter Miami as its entrance point for sponsorship in MLS, with the appeal of working with Lionel Messi bringing another blue chip firm into the club's commercial portfolio.

The US states of New York and Florida have joined a legal complaint against the NCAA for its continuing attempts to prohibit marketing contracts for athletes at the recruitment stage.