Matthew Glendinning

Infront France and Publicis Sport have won a multi-year tender to support the development of sponsorship opportunities around the NFL Paris Game. The two agencies have worked together on an informal…

Electronic Arts has launched an internal division called EA Advertising to integrate brands directly into gameplay and live experiences across the video game maker’s global portfolio.

Hungarian oil and gas multinational Mol Group has extended with EHF Marketing GmbH as an ‘Official Partner’ of the EHF Champions League. Mol Group first took on the sponsorship rights to European…

Google and LaLiga have joined forces to protect LaLiga’s intellectual property rights and defend the league from content piracy. The joint project was developed throughout the 2025-26 season and has…

Sports Illustrated Tickets has extended its sponsorship of the NFL’s New England Patriots across Germany, Austria and Switzerland (Dach) under a new international rights package.

Swiss soft drinks brand Rivella has become a ‘National Partner’ of the 2027 FIS Alpine World Ski Championships to be staged in Crans-Montana, Switzerland in February. The ‘National Partner’ tier is…

Adidas will continue to outfit the Belgian men’s and women’s national football teams until 2034, taking their unbroken relationship to 20 years.

Nike’s aggressive attempts to acquire kit supply rights to the major national football teams have helped to boost the market at a time when sponsorship deals have proven a harder sell.

The National Basketball Players Association has launched a new, consumer-facing brand aimed at leveraging the popularity of its star names through multiple commercial opportunities.

Sports and entertainment group AEG is in the market for a new naming rights sponsor for the Shanghai-based multi-use indoor venue currently known as the Mercedes-Benz Arena.