Thai Airways strengthens EFL partnership

The English Football League (EFL) has announced an extension with Thai Airways International (THAI) resulting in the airline claiming all of the EFL’s five...

FC Bayern recharges with VARTA AG sponsorship

Further strengthening its sponsorship portfolio, Bayern Munich has revealed VARTA AG will become an official partner of the reigning German champions. The three year deal also includes the battery...

YETI becomes Austin FC’s first kit partner

Newly-franchised MLS side Austin FC has named YETI as its first ‘Official Jersey Partner’, which will see the outdoor brand feature prominently on Austin...

INEOS sponsorship steers Mercedes F1 into the future

The Mercedes-AMG Petronas Formula One Team has announced a new five year partnership with INEOS, making the manufacture a principal partner of the F1...

NASCAR strengthens foundations with Penn National Gaming

Penn National Gaming has announced a new multi-year partnership to become an authorised gaming operator of NASCAR in the United States. The collaboration is Penn...

NBA in high spirits with Hennessy partnership

Cognac giants Hennessy has announced a multi-year sponsorship deal with the National Basketball Association (NBA), Women’s National Basketball Association (WNBA) and USA Basketball. The agreement...

FanDuel strikes XFL fantasy agreement

Furthering its sponsorship portfolio, the XFL has announced FanDuel as an official fantasy sports provider for the reinvented league. The fantasy firm joins rivals DraftKings,...

Matchroom Boxing refuels with WOW HYDRATE sponsorship

Matchroom Boxing has announced WOW HYDRATE as its Official Sports Hydration Partner on a two year deal. The partnership with the sugar free Electrolyte and...

NBA esports announces 2K League Panera Bread partnership

NBA’s esports competition the 2K League has announced a partnership with Panera Bread ahead of the 2020 NBA 2K League Draft in February. The partnership...

Benfica and Giants announces strategic partnership

Portuguese club Benfica have announced a strategic partnership with Major League Baseball’s (MLB) San Francisco Giants, in which both clubs will share sports, business...