Licensing & Merchandising

Football
Licensing & Merchandising

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
Football
Licensing & Merchandising

Borussia Dortmund has announced a new multi-year agreement with global experiences and merchandising platform Legends to upgrade the German club's e-commerce offering.
Motorsport
Sponsorship & Marketing

All 10 Formula 1 teams are in a pre-season race to secure sponsorship agreements ahead of the new campaign, prompting a deluge of deals to roll in over the course of the week
Golf
Sponsorship & Marketing

Tiger Woods and his clothing and shoe line partner TaylorMade have revealed the new name and logo combination for their nascent "active premium lifestyle" brand
Football
Sponsorship & Marketing

Uefa has reported a massive hike in commercial revenue for the 2022 Women’s Euro, despite continuing overall losses for the tournament after distributions are taken into account.
Mixed Martial Arts
Licensing & Merchandising

The Ultimate Fighting Championship (UFC) has announced a multi-year deal with Topps for its trading-card licence, with the Fanatics-owned brand reacquiring the licence from Panini in the latest development…
Cricket
Sponsorship & Marketing

Winners Alliance has announced a new agreement to manage select group commercial rights for the Federation of International Cricketers' Associations (FICA).
Chess
Finance & Law

Endeavor Group, the sports and entertainment conglomerate, has made a major move into chess, announcing a strategic investment into the leading gaming platform for the sport, today (Thursday).
Motorsport
Sponsorship & Marketing

Castore has made its first entry into Nascar via an agreement with the Hendrick Motorsports team.
Football
Sponsorship & Marketing

New Balance will take over from Adidas as the kit supplier to Brazilian club São Paulo from January 2024 in a deal that makes the sports brand exclusive to the club in Brazil.
Tennis
Sponsorship & Marketing

French premium sportwear brand Lacoste has extended its long-standing sponsorship agreement with the ATP Tour as the men’s tennis competition’s ‘Official Outfitter’. The
Multiple Sports
Finance & Law

Castore, the UK sportswear manufacturer, is closing in on a £1bn (€1.16bn/$1.26bn) valuation, after securing £150m in a round of investment led by US bank Raine Group.
Esports
Licensing & Merchandising

EA Sports FC 24 will feature a Uefa Euro 2024 add-on next summer as part of a new deal between football’s European governing body and video game developer EA Sports that will also include the launch of an eEuro esports tournament.
Football
Licensing & Merchandising

Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…
US College Sport
Sponsorship & Marketing

Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
Football
Sponsorship & Marketing

Puma has agreed a five-year extension to its ball supplier agreement with Spain’s LaLiga and LaLiga 2, SportBusiness can exclusively reveal.
Golf
Licensing & Merchandising

TGL, the new tech-focused team golf league set to launch in the US next year, has entered into a multi-year partnership with global digital sports platform Fanatics, while San Francisco has been announced as the location for its latest franchise with NBA star Steph Curry among its investors.
Football
Licensing & Merchandising

The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…