Sponsorship & Marketing

The NHL has unveiled a major global sponsorship deal with Sony Corporation aimed at improving the viewer experience for at-home fans and enticing younger audiences.

New Zealand Rugby (NZR) has secured Gallagher Insurance as its second sponsor to take on the assets jettisoned early by Ineos.

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.

Monumental Sports & Entertainment has agreed a deal with Cisco focusing on helping to deliver an “unparalleled experience for fans” through the $800m (€702.9m) revamp of Capital One Arena.

Honda has been announced as the third ‘founding partner’ of the Los Angeles 2028 Olympics and Paralympic Games in a deal that was facilitated by Toyota’s exit as a Worldwide Olympic Partner.

World Lacrosse has tasked 54, the sports and entertainment agency, with developing and helping commercialise a new series for the sixes discipline, ahead of the sport's return to the Olympic Games in 2028

Hot on the heels of agreeing a new sponsorship with Major League Soccer (MLS), Corpay has added Real Madrid to its roster.

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.

Social media platform Pinterest has made its first entry into sport sponsorship with Women’s National Basketball Association (WNBA) team New York Liberty.

Lenovo and its Motorola Mobility subsidiary have agreed a deal to sponsor the Fifa Club World Cup, eight months after announcing an agreement to take the seventh Fifa Partner berth in the federation’s sponsorship portfolio.  

Campeonato Brasileirão football clubs have pushed back against new proposals from the Brazilian government to impose limits on betting operator advertising in stadiums.

Panini has regained a foothold in English football after striking a new multi-year licensing agreement with the English Football League (EFL).

Ligue 1 club OGC Nice has signed a long-term kit agreement with Italian manufacturer Kappa, ending its association with troubled sportswear brand Le Coq Sportif

Eintracht Frankfurt is to adopt a dual-sleeve sponsorship model from next season, striking separate agreements with financial advisory firm Deutsche Vermögensberatung AG (DVAG) and insurance company Generali …

Borussia Dortmund has signed up telco Vodafone as the Bundesliga club’s main shirt sponsor for all domestic and regional competitive matches starting next season.

Crédit Agricole has become the first-ever title sponsor of the Coupe de France in a deal set to exceed eight figures over its three-season term.