Oakley steers into the esports sector with MotoGP
North American lifestyle brand Oakley has further broadened its sponsorship horizons by partnering with the MotoGP eSport Championship for the 2020 season.Dorna Sports, the...
Cornelius Lysaght chosen as Fitzdares’ new racing ambassador
Ahead of the Cheltenham Festival next week, private bookmaker Fitzdares has named Cornelius Lysaght as its new horseracing ambassador, who will form an integral...
Heineken’s Pincus replaces Barnett as F1 director of commercial partnerships
Murray Barnett has been replaced by Heineken’s sponsorship director Ben Pincus as F1’s new director of commercial partnerships.Furthering the company’s corporate reshuffling, which started...
HSBC ends British Cycling sponsorship after Olympics
Banking firm HSBC has announced it will end its current deal with British Cycling after the conclusion of the 2020 Olympic and Paralympic Games...
F1’s Scuderia AlphaTauri announces RDS extension
Formula 1 side Scuderia AlphaTauri has announced a partnership extension with Japanese design and technology company, RDS Ltd., further continuing the company's relationship under...
BMW i sparks Formula E extension
BMW’s electric branch, BMW i has extended its contract with ABB FIA Formula E, continuing its role as an official vehicle partner.In addition to...
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...
McLaren strengthens security with Darktrace partnership
Formula 1 team McLaren Racing has announced that Darktrace will be its Official AI Cyber Security Partner, strengthening the brand against cyber-attacks.The multi-year partnership,...