Sponsorship & Marketing

Juventus has announced a 10-year extension to its deal with Adidas worth a basic €408m, with the club having now locked in long-term renewals with its two top-tier sponsors.

Pasifik Holding has upgraded its agreement with Galatasaray to become the Turkish Süper Lig club’s new front-of-shirt sponsor.

English Premiership rugby union club Saracens has turned to the UK sports marketing industry to fill its chief executive void, hiring IMG's Charlie Beall

Emirates has added the new inventory of umpire sleeve patch advertising to its association with men’s tennis’ ATP Tour in a five-year extension running from 2026 to 2030.

Football Australia has announced that existing Matildas main sponsor Commonwealth Bank will also take on the top-tier men's team rights, following the end of its deal with Subway.

Sportfive has exited its commercial joint venture with the Commonwealth Games Federation (CGF) ahead of the trimmed down version of the multi-sport event in Glasgow, it has emerged.

German telco Deutsche Telekom has beaten off a challenge from airline carrier Emirates to clinch the front-of-shirt rights to German Bundesliga champions Bayern Munich from the 2027-28 season.

Digital finance app Revolut is eyeing up an entry into Formula 1 by becoming a premium sponsor of the Audi F1 team when it debuts next year, SportBusiness can reveal. 

The International Equestrian Federation has appointed European Professional Club Rugby chief revenue officer François Vergnol as executive director of a newly formed commercial, marketing and communications unit.

Dentsu has announced a significant expansion of its global sports and entertainment operations, with Yoshinobu Ise stepping in as new global head.

The local organising committee for the 2030 Winter Olympic Games in the French Alps has made its first significant commercial hire as it aims to hit its €2bn ($2.3bn) budget.

Juventus has returned to the cryptocurrency exchange sector to fill one of its most valuable assets - branding rights on the shirt sleeve of the Italian club’s men’s team.

The 2K arm of Take-Two Interactive has reached an agreement to extend and expand deals with the NBA and WNBA, including the launch of a content venture.

Kings League president Gerard Piqué and chief executive Djamel Agaoua discuss the property’s commercial strategy with SportBusiness.

VFB Stuttgart has lodged legal proceedings against its former shirt sponsor Winamax, weeks after removing the French bookmaker’s logo from team jerseys for the club’s appearance in the DFB Pokal final.

Ligové Fotbalové Asociace (LFA), the Czech league football association, has expressed its concern about the financial impact of a proposed ban on gambling advertising in the Czech Republic.