Sponsorship & Marketing


Global streaming service Netflix will promote its upcoming PGA Tour-focused docuseries Full Swing via a Michelob Ultra commercial during the Fox broadcast of Super Bowl LVII on February 12

Technology giant Apple is moving away from convention in the selling of commercials around its Major League Soccer coverage and is asking sponsors to buy season-long package spots rather than individual…

DAZN has withdrawn from its 10-year tripartite agreement with Infront and the European Handball Federation with the terms and inventory included in a new, restructured agreement with the sports marketing…

Kosmos Tennis, a subsidiary of the Kosmos investment group, claims to have taken its case to the Court of Arbitration for Sport in Lausanne following the termination of its 25-year agreement with the International…

The University of Alabama's athletics department has extended its multimedia rights deal with Learfield in a 15-year agreement, marking one of the longest deals of its kind in American collegiate athletics

Pay-TV broadcaster beIN Sports has been forced to cease broadcasts in France of Italian Serie A football matches featuring Atalanta owing to regulatory concerns over the club’s main sponsor, financial t…

The IMG agency has struck a long-term renewal agreement with the R&A across various commercial rights and services, including a heightened focus on digital content through Seven League

Kosmos Tennis' 25-year agreement with the International Tennis Federation to run and commercialise the Davis Cup has been terminated following unsuccessful attempts to renegotiate the deal

Logistics company DHL has agreed a multi-year extension to its Formula E sponsorship deal, while the electric car-racing championship has signed a rights deal with Brazilian commercial broadcaster Bandeirantes

Japan's revamped rugby union league, Rugby League One, has reported revenue of 3.3bn yen ($25m/€23m) and a surplus of 270m yen ($2m/€1.9m) in its first financial year. Sponsorship revenue generated 2.1bn

English Premier League side Manchester City has agreed a regional sponsorship deal with Indian digital services brand Jio Platforms that will see the company become the club’s Official Mobile Communications N…

IMG will continue to represent broadcast and sponsorship rights to the Wimbledon Championships after agreeing to an exclusive ‘long-term’ extension with the All England Lawn Tennis and Croquet Club (AE…

An average audience of 9.2 million people tuned into German broadcaster ARD’s coverage of the 2022 Fifa World Cup match between Germany and Japan amid new protests against Fifa’s ban on ‘OneLove’ armbands.

Qatar Airways, the state-backed airline, will sponsor Fox Sports' coverage of the 2022 Fifa World Cup in the United States, it has emerged

Online sports betting and gaming operator Bwin has signed a multi-year extension to its sponsorship deal with Euroleague Basketball covering the Greek territory

The National Football League's inaugural regular-season game in Germany last weekend proved a huge success locally across a series of key metrics

Tech giant Apple has gained the rights to place the Apple TV logo on the sleeves of all 29 Major League Soccer teams as part of the landmark, 10-year global rights deal between the two parties.