Penalty becomes Brazilian leagues and cup sponsor in Brax-brokered deal
Brazilian sporting goods company Penalty has signed as an official sponsor of next year’s Brazilian Série A and Série B championships and the Copa do Brasil in a deal brokered by Brax Sports Assets.
Petronas acquires naming rights to Sepang International Circuit
Malaysian oil and gas giant Petronas has acquired naming rights to the Sepang International Circuit (SIC) ahead of MotoGP’s Petronas Grand Prix of Malaysia.
Gatorade extends with Inter after AC Milan renewal
PepsiCo-owned brand Gatorade has extended as the ‘Official Sport Drink’ of Inter Milan for the next two seasons, from 2023-24 to 2024-25.
FM Global selects LPGA event for first major sponsorship play
Commercial property insurer FM Global has made its first foray into major sports sponsorship as title sponsor of a new LPGA tournament to be hosted at the TPC Boston course
Defender extends Premiership Rugby deal after high-profile RWC campaign
Jaguar Land Rover (JLR) has extended its ’Official Vehicle Partner’ agreement with English club rugby’s Premiership Rugby in support of the Defender SUV brand.
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FA extends Mitre ball supplier deal to 2027
The Football Association (FA) has extended its official ball supplier agreement with Mitre for a further three years, from 2024-25 to 2026-27
Sphere named jersey patch partner after 18-month search by New York Knicks
Futuristic Las Vegas entertainment venue Sphere has been named as the ‘Official Jersey Patch Partner’ of the New York Knicks – ending the NBA franchise’s 18-month search for a patch sponsor.
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Louis Vuitton scoops America’s Cup title rights
Grant Dalton’s decision not to renew America’s Cup main sponsorship terms with luxury goods brand Prada has paid off with rival company Louis Vuitton returning as title sponsor for next year’s Challenger Serie…
Asprey signs as LIV Golf trophy provider
British luxury brand Asprey has agreed to a multi-year deal to serve as the ‘Official Trophy Provider' to LIV Golf.
UFC signs up gaming company Spribe
Smartphone gaming company Spribe has signed a multi-year sponsorship with the Ultimate Fighting Championship (UFC) mixed martial arts organisation, giving Spribe significant exposure at UFC events