Sponsorship & Marketing

The Sportfive agency is planning a "more intensive cooperation" with Hertha Berlin after announcing an extension of its partnership with the 2. Bundesliga club.

Marriott International has decided not to extend its sponsorship agreement with Manchester United after targeting $80m to $90m in annual cost savings as part of a significant restructuring effort.

Olympic TOP sponsor Airbnb has struck a deal with Fifa to become a supporter of three major tournaments in the Americas over the next three years, including the Club World Cup which kicks off in just over 48 hours.

West Ham United has signed a new front-of-shirt sponsorship deal with BoyleSports for the final season in which betting sponsors are allowed to brand Premier League clubs’ main shirt assets.

Fanatics has added Italian powerhouse Inter Milan to its stable of European football licensing agreements on a decade-long term.

Renault has announced an early extension to its sponsorship agreement with Roland Garros, securing its relationship until at least 2031 and continuing to enjoy net branding rights.

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.

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.

The Learfield agency has bolstered its college sports portfolio with the addition of the University of Southern California's (USC) athletics division on a 15-year term.

Saudi sovereign wealth fund PIF has become the latest organisation to sign as an official partner of the Fifa Club World Cup, which kicks off in the US, June 14

US-based sports and lifestyle brand New Era Caps has significantly enhanced its partnership with Major League Soccer, becoming the exclusive on-field hat provider.

Infront has struck a new long-term deal with SV Werder Bremen to remain as the German Bundesliga club's exclusive marketing partner

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.

The Australia SailGP Team has gained Hollywood actors Hugh Jackman and Ryan Reynolds as co-owners and Australian underwear brand Bonds as title sponsor.

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.

Qatar Airways has announced an eleventh-hour deal to sponsor the Fifa Club World Cup, expanding on its relationship as a top-tier Fifa Partner.