SportBusiness Sponsorship staff

Panasonic has enhanced its association with the Olympic Movement by signing up as an official supplier to the 2014 Winter Olympics in Sochi, Russia.

Premiership Rugby has agreed a three-year extension to Aviva’s title sponsorship of English rugby union’s top-tier league.

The Colombian Football Federation (FCF) has extended its partnership with Adidas through to 2022.

Lebara has marked its first major entrance into the football sponsorship market by signing a deal with Borussia Dortmund.

Highland Spring has strengthened its ties with golf by becoming an official supplier to the PGA Championship.

Hitachi has agreed a one-year extension to its shirt sponsorship contract with Brazilian top flight football club Ponte Preta.


The NFL has secured a new partnership with Microsoft worth $400m (€310m) over five years, according to widespread US media reports.

Guinness has agreed new partnerships with the Welsh Rugby Union and the English Rugby Football Union.

Kent County Cricket Club has agreed a naming rights deal with Shepherd Neame to rebrand its home ground.

Grupo Petrópolis has secured a 10-year naming rights deal for 2014 World Cup venue, Recife’s Arena Pernambuco.