Sponsorship & Marketing
News
Major sponsor of NRL’s Cronulla Sharks halts payments
Australian National Rugby League (NRL) club Cronulla Sharks has been dealt a financial blow after major sponsor, rainwater products manufacturer Ace Gutters indicated it will halt payments on its deal
Nike postpones Euro 2020 national team kit launches as contracts scrutinised
Nike’s launch of Euro 2020 national team kits for England, France and three other European countries were postponed this week because of the Covid-19 pandemic.
European sponsorship market worth over €30bn, says ESA report
The overall value of the European sponsorship market by volume rose by 1
Porsche strengthens Tag Heuer link through esports championship
Global automotive manufacturer Porsche has added luxury watchmaker Tag Heuer as a sponsor of its virtual racing esports championship
Sponsors restate commitment to ‘safe’ Tokyo Olympic Games
Olympic sponsors are stressing the importance of continuity and a "safe" Tokyo Olympic Games following the IOC’s postponement of the Tokyo Games.
Topps expands trading card line with artist collaborations
"Project 2020" will see classic baseball cards reinterpreted by a broad mix of modern artists
County cricket deals continue as Middlesex signs up Knight Frank
Middlesex County Cricket Club has signed up independent real estate consultancy Knight Frank as a major sponsor
Infront continues to sign up MXGP sponsors amid Covid-19 crisis
A number of sponsors have recently agreed to support the International Motorcycling Federation’s (FIM) Motocross World Championship (MXGP) and since the rebrand of the series’ promoter from Youthstream to …
Chinese Athletics Association agrees sponsorship with Huami
The Chinese Athletic Association and national track and field team have agreed a sponsorship deal with wearable technology brand Huami
Women’s golf embraces South Korean dominance as a positive force in Asia and worldwide
The LPGA once worried about the dominance of South Korean players in the women’s game. Now it embraces them as a means of driving the sport’s regional and global popularity. John Duerden finds out more.
Octagon’s John Shea: The pent-up demand from a consumer standpoint will be there
Global agency president looks to work through current public health crisis, plan ahead for return of sports industry to full activity
‘Stop broadcasting, start interacting’ | The importance of digital engagement during sport’s shutdown
Adam Nelson speaks with a range of experts from across the digital space about how rights-holders and clubs can utilise digital content to both engage fanbases and provide a platform for their sponsors during the Covid-19-mandated shutdown.
Simplicty Esports signs Flamengo sponsorship with Redragon
Brazilian sports club Flamengo's esports team has been bolstered by the sponsorship of global computer and gaming equipment manufacturer, Redragon
MP calls for Scottish football clubs to ban betting sponsorships
A UK Member of Parliament has proposed that the 42 Scottish professional football clubs sign a charter agreement to stop all gambling sponsorships between clubs and operators
KBO renews sponsorship with Pocari Sweat
Korea's professional baseball league, the KBO, has renewed its long-running sponsorship with sports drink brand Pocari Sweat.
The deal has been renewed for four years, from 2020 to 2023
Los Angeles Rams unveil new logo, color scheme ahead of SoFi Stadium move
The National Football League's Los Angeles Rams have unveiled a new brand identity, which is timed to coincide with the team's scheduled move to the $5bn SoFi Stadium for the start of the 2020 season
Konami ‘blocks two LaLiga players’ from charity Fifa 20 tournament
Games developer and Barcelona sponsor Konami has blocked the club's Sergi Roberto from participating in an e-sports football tournament, it is claimed
Misfits Gaming Group lands SoFi sponsorship
Global esports company Misfits Gaming Group (MGG) has signed a sponsorship contract with digital personal finance brand SoFi
Non-exclusivity the key to shoe and betting category NBA deals
The NBA’s strategy of non-exclusivity in the footwear and betting partner categories yielded both revenue and marketing value for the league before the NBA shutdown this month.
IPL 2020 fate in balance, economic consequences begin to be felt
The Board of Control for Cricket in India and franchises in the Indian Premier League are meeting on Tuesday to explore the possibilities for completing the 2020 season, which is currently suspended until…
Tampa Bay Buccaneers enjoy merchandise sales spike following Brady’s arrival
The National Football League's Tampa Bay Buccaneers have enjoyed an immediate merchandise sales spike following the arrival of legendary quarterback Tom Brady
Australian Hockey extends long-term association with Fortescue Metals Group
The Australian Hockey Federation has renewed its naming rights deal with long-term sponsor, Fortescue Metals Group
Spanish Basketball Federation signs up telco Finetwork
The Spanish Basketball Federation (FEB) has added mobile telco Finetwork as a new sponsor
Sponsors should be bold and engage with fans in shutdown, say agency heads
Leading sports marketers have urged sponsor brands to use bold creative ideas and stay relevant with sports fans during the Covid-19 pandemic
Coca-Cola eyes Coppa Italia title rights after Supercoppa success
Coca-Cola’s modest investment in the title rights to Italy’s 2019 Supercoppa appears to have been so successful that the US beverage company is in advanced negotiations for a deal covering the country’s main domestic cup, the Coppa Italia.
Brasileiro Série A adds to sponsorship portfolio with Betcris
Brazil's top-tier football division, the Campeonato Brasileiro Série A, has signed up online gambling firm Betcris as its latest sponsor.
Feyenoord set to part ways with Opel and switch to BMW
Dutch Eredivisie club Feyenoord is expected to switch its car category sponsor from mid-range car brand Opel to high-end German rival BMW from next season
Sponsorships to be dropped or ‘flexed’ in crisis, says former NBA executive
US sports industry veteran Emilio Collins has told SportBusiness that short-term sponsorship contracts could be dropped and longer-term deals scrutinised for flexibility because of the coronavirus pandemic.
Espanyol builds on Chinese presence with Irongest deal
Spanish football club RCD Espanyol has signed up probiotic brand Irongest as its latest regional sponsor in China.
The deal starts immediately and is due to run until the end of the 2020-21 season
Somerset signs up Kukri as kit supplier for 2020
Somerset County Cricket Club (SCCC) has signed up global sportswear brand Kukri Sports as its new kit supplier for the 2020 English cricket season
UK Sponsorship Awards ceremony postponed until September
The UK Sponsorship Awards (UKSA), the longest-running sponsorship industry recognition event in the UK, has been postponed until September 2020
Hangzhou Asian Games preparations back underway
Preparations for the 2022 Asian Games in Hangzhou, China are back underway, after being halted due to the coronavirus outbreak
Brands to ‘hit pause’ on sponsorship as pandemic takes hold
Leading sponsorship industry figures expect unprecedented disruption to the sponsorship ecosystem over the coming months and a break in sponsorship deal-making because of the coronavirus pandemic
NRL season lines up perfectly for Hisense in Australia
Consumer electronics and home appliances brand Hisense – the key addition to the National Rugby League portolio for 2020 – was attracted by the synchronicity between the NRL season and its own product …
Botafogo renews with Baterax, Fluminense signs up Sika
Botafogo has renewed its sponsorship deal with automotive battery brand Baterax, while fellow Campeonato Brasileiro Série A football club Fluminense has signed a new sponsor in the shape of Swiss chemicals …
Lagardère brokers extension of AFF Suzuki Cup title sponsorship
Japanese car and motorcycle manufacturer Suzuki Motor Corporation has extended its title sponsorship of the biennial Asean Football Federation (AFF) Football Championship