ICC brings in Unilever as inaugural women’s cricket-specific sponsor
Consumer products heavyweight Unilever has become the first dedicated women’s cricket sponsor for the International Cricket Council (ICC), in a deal running through 2027.
View ArticleOkko secures Tour de France rights through 2030
Okko Sport, the subscription streaming platform in Russia, has acquired long-term rights to the Tour de France and La Vuelta a España, two of cycling’s iconic grand tour races.
View ArticleAlpine adds to partner stable with Viagogo tie-up
The BWT Alpine Formula 1 (F1) motor racing team has signed a “first-of its-kind” commercial partnership with online ticket exchange platform Viagogo.
View ArticleUEFA makes Jingdong a UCL e-commerce partner through 2026-27
Global online retail heavyweight JD.com (JIngdong) has been unveiled as a sponsor of pan-European soccer’s top-tier UEFA Champions League (UCL) club competition.
View ArticlePGA Tour partners with Delta, Callaway sponsors Sky’s golf coverage
Golf’s PGA Tour has unveiled US carrier Delta Airlines as its official airline partner under a multi-year partnership.
View ArticleLiverpool confirms Adidas kit deal to end Nike ties
Liverpool, the heavyweight English soccer club, has confirmed a lucrative new long-term kit supply deal with German sportswear giant Adidas from the 2025-26 season.
View ArticleFIA taking World Rallycross Championship control in-house
Control of the World Rallycross Championship (WRX) is set to be taken in-house, with immediate effect, by motorsport’s FIA governing body.
View ArticleVilla extends Levy hospitality contract, new deals for Saints and Forest
Aston Villa, of English soccer’s top-tier Premier League, has announced a 10-year extension of its long-standing partnership with Levy UK + Ireland, the sports and entertainment arm of food services...
View ArticlePGA Tour and Anheuser-Busch extend three-decade partnership until 2030
Golf’s PGA Tour has extended its long-running marketing partnership with global brewing giant Anheuser-Busch through 2030.
View ArticleRed Bull Racing connects with Mophie, F1 Academy brings in TeamViewer
Red Bull Racing, the dominant Formula 1 (F1) motor racing team, has added to its commercial portfolio on the eve of the new season by partnering with Mophie, the portable power solutions firm.
View ArticleRFU taps Ten Toes to lead Red Roses socials ahead of World Cup
England’s Rugby Football Union (RFU) governing body has appointed brand marketing agency Ten Toes to manage the social media channels of the Red Roses women’s national team ahead of their participation...
View ArticleDFL consolidates financial position with record club revenues across 2023-24
German soccer’s DFL league organizing body has published its financial report for the 2023-24 season, headlined by strong year-on-year (YoY) growth in turnover generated across its 36 constituent clubs.
View ArticleAmsterdam heavyweights Ajax and Heineken in decade-long tie-up
Dutch soccer giants Ajax have struck a major, decade-long commercial deal with Heineken, the brewing giant based in the Netherlands.
View ArticlePTO appoints Taylor as new chief marketing officer
The Professional Triathletes Organisation (PTO) has today announced the appointment of Kerry Taylor as its new chief marketing officer (CMO).
View ArticleMan Utd to build new £2bn, 100,000-seater, stadium
English soccer giants Manchester United have announced plans to build the biggest stadium in the UK – a new £2 billion ($2.59 billion), 100,000-capacity venue close to their current ground of Old...
View ArticleWTA and Gillette Venus partner up following rebrand
Women’s tennis’ WTA body has brought in the Gillette Venus female shaving products brand as a new global commercial partner.
View ArticleStellantis’ Italian brands partner Milano Cortina 2026
European vehicle manufacturing giant Stellantis has become the latest official partner of the upcoming 2026 Winter Olympic and Paralympic Games.
View ArticleTwo Circles in as Cricket Australia commercial growth partner
The Two Circles agency has been brought in as a partner of the Cricket Australia (CA) national governing body.
View ArticleUnopposed re-election for CAF president Motsepe
Patrice Motsepe, president of the Confederation of African Football (CAF) governing body, has today been re-elected unopposed, for a second term.
View ArticleSaran Media extends EuroLeague, EuroCup rights in Turkey
Saran Media Group, the prominent Turkish media operation, has extended its rights deal with Euroleague Basketball, the organizer of top European club competitions, for another four years.
View Article