Unilever and UEFA pen multi-brand Women’s Euro deal
UEFA has added experienced women’s soccer sponsor Unilever to the list of commercial partners for this year’s Women’s European Championship.
View ArticleInter Miami chomp down on Mondelez partnership
Inter Miami, of North America’s Major League Soccer (MLS), have struck a new commercial deal with snack giant Mondelez International.
View ArticleDFL and Sportfive prolong commercial tie-up until 2029
The DFL German soccer body has today extended its commercial partnership with the Sportfive international sports marketing agency until 2029.
View ArticleLions appoint e|motion to lead DACH commercial push
The Detroit Lions, of American football’s NFL, have moved to enhance their commercial appeal in the DACH region (Germany, Austria, and Switzerland).
View ArticleESPN in significant multi-year tie-up with Major League Rugby
North America’s Major League Rugby (MLR) has brought in heavyweight sports broadcaster ESPN as a major rights partner.
View ArticleAlinma snaps up King Abdullah Sports City venue naming rights
Saudi Arabian bank Alinma has struck a deal covering naming rights to one of the stadiums that will host action from soccer’s 2034 FIFA World Cup.
View ArticleMonumental Sports brings cllct on board as collectibles partner
Monumental Sports & Entertainment (MSE), the US sports team ownership group, has announced a new partnership with cllct, the collectible media and marketing services company.
View ArticleLIV makes breakthrough in another key market with ITV deal
The Saudi-backed LIV Golf series has secured its first media rights deal in the UK, announcing a partnership with commercial broadcaster ITV for the 2025 season.
View ArticleSuper League adds energy firm egg to array of partners
The Super League, the top tier of rugby league in the UK, has entered into a new commercial partnership with energy solutions firm egg.
View ArticleThe evolution of Super Bowl activations: From TV ads to immersive experiences
An article by Dan Carter, senior vice president of Sparks Global, a global experiential marketing firm.
View ArticleF1 commercial chief Prazer becomes Las Vegas Grand Prix president
Emily Prazer, chief commercial officer at motor racing’s top-tier Formula 1 (F1) series, has been named the new president of the Las Vegas Grand Prix.
View ArticleNFL expands international footprint with 2025 Dublin game
Just days after confirming its first visit to Australia for the 2026 season, the National Football League (NFL) has now confirmed that it will play a regular-season game in Dublin, Ireland in the 2025...
View ArticleMLB takes Sportradar stake, deal extended through 2032
North America’s Major League Baseball (MLB) and Sportradar, the Switzerland-based sports technology company, have struck a new long-term deal, which involves the league taking an equity stake in its...
View ArticleGulf Air continues as title sponsor of F1 Bahrain GP
Motor racing’s top-tier Formula 1 (F1) has announced that Gulf Air, Bahrain's national airline, will retain its long-standing role as title sponsor of the country’s grand prix (GP) after extending its...
View ArticleChelsea end Fever deal, bring in Live Nation as new sleeve sponsor
Chelsea, the English Premier League soccer club, have unveiled events and ticketing company Live Nation as their new sleeve sponsor for the remainder of the 2024-25 season.
View ArticleMan City launch legal assault on Premier League’s revised APT rules
Manchester City, the embattled champions of English soccer’s top-tier Premier League (EPL), are preparing themselves for a second legal attack on the EPL’s associated party transaction rules (APT).
View ArticleRed Bull Racing brings in Gate.io, Williams and Carl Friedrik partner
The Red Bull Racing Formula 1 (F1) motor racing team has today agreed a new sponsorship deal with Gate.io, the cryptocurrency exchange firm.
View ArticlePatriots and Interwetten extend regional partnership until 2026
Interwetten, the German sports betting brand, has renewed and expanded its regional partnership with the New England Patriots, of American football’s NFL, for another two years.
View ArticleIMG charged with commercialising Formula E archive
IMG, the sports, media, and entertainment heavyweight, has agreed a deal with the Formula E all-electric motor racing series that sees it become the competition’s exclusive media archive rights manager.
View ArticleDramatic Six Nations and FA Cup matches net huge audiences for ITV
UK commercial broadcaster ITV attracted its biggest weekend audience in almost nine months for its coverage of rugby union’s Six Nations and domestic soccer’s FA Cup knockout competitions.
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