Europe
Soft2Bet brands title Danish football leagues
Danish football’s lower-tier leagues have sold their title sponsorship rights to the Malta-based betting group Soft2Bet to promote two of the operator’s betting brands, Betinia and CampoBet.
TF1 sells on Women’s Euro, Women’s RWC matches
French commercial broadcaster TF1 has opted to alleviate some of the costs associated with acquiring rights to this year’s Uefa Women’s Euro and Women’s Rugby World Cup in a sublicensing deal with France Télévisions.
Paris 2024 final profit to be signed off at €76m
The success of the domestic sponsorship sales programme was a key factor in helping the organising committee for 2024 Paris Olympic and Paralympic Games secure a final profit of €76m ($86.8m) on total revenues of €4.48bn.
WBD extends French Open rights in Europe to 2030
Warner Bros. Discovery has extended its agreement to show tennis’ French Open across Europe and select Asian nations until at least 2030.
BBC trial aims to shrink streaming latency
The BBC has begun testing low latency live streaming that it hopes will cut delays to between eight and ten seconds, a trial that will be keenly followed by the wider industry.
Stadium sponsor hunt on as Werder, Infront renew
Infront has struck a new long-term deal with SV Werder Bremen to remain as the German Bundesliga club's exclusive marketing partner
Volkswagen back in Uefa fold for women’s Euros
Automotive manufacturer Volkswagen will return to Uefa national tournament sponsorship with the Women’s Euro 2025 next month after it was absent from the men’s Euro 2024 event.
Infront enters F1 with Balkans TV rights deals
The Infront agency has become involved in Formula 1 for the first time, striking two key broadcast deals in the Balkans with Arena Sport and CME.
Capgemini adds Tour de France to sponsorship set
Capgemini has added the Tour de France to its technology-led premium sports sponsorship inventory in a five-year agreement that also encompasses the wider portfolio of promoter ASO.
DFL-approved UniqFEED targets club deals
UniqFEED is to step up its negotiations with Bundesliga clubs after receiving league-wide approval for its AI-powered virtual advertising technology following recent tests
Emirates pivots rugby presence to EPCR
Emirates, a major supporter of rugby union worldwide, is to sponsor European Professional Club Rugby (EPCR), replacing regional rival Qatar Airways in the airline category.
Production tender issued for LFP’s league channel
LFP Media, the commercial arm of the French Professional Football League (LFP), has issued an invitation to tender which would help it define the level of production taken in house for its new direct-to-consumer subscription offering.
Mongoose hired to widen Henley sponsor portfolio
Henley Royal Regatta (HRR), one the world’s most prestigious rowing events, has appointed the UK-based Mongoose agency to lead its commercial sales strategy and secure new sponsors ahead of the 2026 Regatta.
Record PSG win falls short of record French audience
PSG's demolition of Inter in the Uefa Champions League final attracted a strong audience in France but failed to deliver viewing records, whereas TV8 in Italy did register a record.
Comolli joins Juventus in backroom reshuffle
Experienced European football executive Damien Comolli has been named general manager of Juventus as the Serie A club reorganises its backroom office.
49ers-led US consortium seals Rangers takeover
A US consortium involving the San Francisco 49ers’ investment arm has completed a deal to buy a 51-per-cent stake in Scottish Premiership club Rangers and has also committed to investing an initial £20m.
Euroleague readies growth tactics to sustain dominance
As it celebrates its 25th birthday, Euroleague Basketball finds itself, temporarily at least, in defensive mode
DAZN, LFP channel talks to extend into mid-June
Talks between the French Professional Football League (LFP) and DAZN regarding a co-operation over a league channel from 2025-26 onwards have been extended