Betis takes on kit development with Hummel extension
Spanish football club Real Betis has adjusted its approach to the apparel category as part of a renewal with Danish sportswear brand Hummel
EXCLUSIVE: Revolut in advanced Audi F1 talks
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.
1Password, Red Bull Racing unveil F1A livery takeover
Red Bull Racing sponsor 1Password has expanded its activation in the F1 Academy series with a livery takeover for the Canada Grand Prix
Atlético retains Hyundai despite on-kit replacement
Atlético de Madrid has renewed its sponsorship agreement with carmaker Hyundai.
The deal will now run for a further two years, until the end of the 2026-27 season.
League opposes Czech gambling advertising ban
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.
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.
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.
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.
LVMH adds Whispering Angel to F1 activation
Rosé wine Whispering Angel has become the latest LVMH brand to join the activation of the group’s Formula 1 sponsorship.
Pinterest makes sports debut at New York Liberty
Social media platform Pinterest has made its first entry into sport sponsorship with Women’s National Basketball Association (WNBA) team New York Liberty.