Hilfiger to kit out Cadillac F1 for 2026 debut
Cadillac F1 has named fashion brand Tommy Hilfiger as the team’s ‘apparel partner and lifestyle sponsor’ and first-ever official sponsor ahead of its debut championship season in 2026.
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.
Brazilian clubs attack betting advertising ban
Campeonato Brasileirão football clubs have pushed back against new proposals from the Brazilian government to impose limits on betting operator advertising in stadiums.
Taica renews Mallorca main shirt deal
Japanese technology company Taica Corporation has renewed its main shirt deal with Spanish LaLiga club RCD Mallorca for two more seasons
Vodafone brands BVB shirt in German market push
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.
Hankook joins Saudi brands at Al-Ittihad
Newly crowned Saudi Pro League champion Al-Ittihad has signed up South Korean trye company Hankook as a major sponsor for the rest of this season through 2026-27.
Continental extends again with Major League Soccer
Continental Tire, one of the longest-running sponsors of MLS, has renewed with the league to continue as the ‘Official Tire of Major League Soccer’.
Th
Pro Padel League picks Horizon as sales agency
New York-based agency Horizon Sports & Experiences has been appointed by the Pro Padel League to exclusively manage sponsorship sales and provide media rights advisory for the professional padel league.
Cazoo makes sponsorship return with Brentford
Online used car retail brand Cazoo has made an unlikely return to sports sponsorship as the ‘Official Automotive Marketplace Sponsor’ for Premier League club Brentford.
Diageo fills spirits category for World Cup
Global drinks group Diageo has signed as the ‘Official Spirits Supporter’ in the Americas for the 2026 World Cup, hosted by the US, Canada and Mexico.