Sponsorship News

Hanau, Germany - June 25, 2023: Logo and sign of Tipico betting company.

Germany’s betting blueprint beats Premier League’s mess

Tipico has expanded its partnership with the Deutscher Fußball-Bund (DFB) to include the 3. Liga, making it a sponsor across all tiers of professional...
£23m green investment is transforming Crystal Palace into one of the UK’s first zero-emission multi-sport centres.

Crystal Palace Sports Centre to go all-electric by 2028

Can a listed sports venue go fully green?In the 1981 film Chariots of Fire, British runners trained against the wind on an old English...
Rollo Goldstaub - head of sports partnerships at TikTok

The TikTok effect: How sport business is being rewritten one clip at a time

For decades, sports marketing and media rights revolved around broadcasting deals and official channels. Fans tuned in, sponsors paid for prime placements, and rights...
Coca-Cola returns to Premier League as official soft drinks partner

Premier League adds Coca-Cola as latest partner for next season

The Premier League named Coca-Cola as its new official soft drink partner yesterday (May 21) in a deal set to commence at the start...
An image of the stage at the recent TikTok Playbook event

How women’s sport is building its own audience with TikTok

In April 2023, more than 83,000 fans filled Wembley Stadium to watch England take on Brazil in the inaugural Women’s Finalissima. The match ended...
Frankfurt am Main, Hesse, Germany, January 11th 2025. 5. GUDE Darts Open: Stephen Bunting aka The Bullet (Great Britain) interacts with the fans.

PDC explains why darts won’t follow boxing’s Middle East model

Boxing’s commercial success in the Middle East has been significant, prompting other sports to consider following a similar path. Darts is often mentioned in...