Why Nike’s split with Raducanu is a conscious uncoupling March 1, 2026 When Emma Raducanu was unveiled as a new ambassador for Uniqlo in a deal reportedly worth £2.6m per year, much of the coverage framed it as another star walking away from Nike. That interpretation feels too simple. Nike does not tend to lose athletes by accident. When a relationship ends, it is usually deliberate. Rather [...]
Allianz serves up Jannik Sinner partnership January 29, 2026 Reigning Wimbledon champion Jannik Sinner has penned a multi-year deal with Allianz. The Italian, who takes on Novak Djokovic on Friday in the Australian Open semi-finals, has inked a partnership with the insurance giant that will see him become a global brand ambassador. Sinner said he would be looking “forward to building a collaboration with [...]
Amex cites sponsorship strategy for Gen Z and Millennial credit card surge November 14, 2025 The surge in Millennials and Gen Zers taking out American Express cards is “definitely” down to the financial services provider going big on sponsorship, it says. The New York-headquartered card issuer states that over 60 per cent of Amex’s new global consumer card acquisitions “represent Millennials and Gen Z”, something they attribute to their drive [...]
Tottenham Hotspur set for new front-of-shirt sponsor despite AIA deal November 4, 2025 Tottenham Hotspur is ending its front-of-shirt sponsorship deal with insurance giant AIA Group Limited at the end of next season. The Hong Kong–based multinational firm has featured on the front of the north London club’s home shirts for a decade and will continue to do so until the conclusion of the 2026-2027 season. But then [...]
Exclusive: Warrington Wolves to announce record shirt deal October 9, 2025 Super League side Warrington Wolves are today expected to announce a record deal with existing front-of-shirt sponsor Hoover, City AM can reveal. The Wire will see their agreement with the Haier Europe subsidiary Hoover extended by a further two years, taking the total association to eight years in length. City AM understands that the seven-figure [...]
Luxury brands in sport: F1 leading the way, but for how long? October 5, 2025 Take one minute to watch some of the Formula 1 Singapore Grand Prix this weekend and you’ll struggle not to lock eyes with a luxury brand being splashed on an advertising hoarding or chassis panel. One year ago this month LVMH – parent company of the likes of Louis Vuitton, Dior, Moet & Chandon, Tiffany [...]
How do brands pick the right sport sponsorships? September 9, 2025 Partnerships and deals are core elements to the sports sector, so how do brands pick the right sponsorships? It is easy to get lost in the seemingly endless numbers of sponsors littering sport. From the tiniest piece of Formula 1 carbon crowded with brand names to the vast displays plastered across some of the country’s [...]
McLaren, a $100m-per-year deal and Formula 1’s sponsor boom August 31, 2025 Formula 1 is becoming a hotbed for advanced sponsorship, and McLaren’s announcement has completed a special title set. BWT, Aramco, HP, MoneyGram, Petronas, Visa Cash App, Oracle, Stake and Atlassian; these aren’t simply some of the world’s most recognisable and developing brands but title sponsors for teams in Formula 1. And as of next year, [...]
Which brand is each Premier League club’s front-of-shirt sponsor? August 15, 2025 The Premier League is back and over half of the 20 teams are looking to make the most of one final season of gambling sponsorship. A total of 11 teams have front-of-shirt sponsorship deals with online betting, gambling and casino brands – which next year will be banned in the English top flight. Premier League [...]
Aston Villa sign UK licensed Xapo Bank as club partner July 2, 2025 UK licensed crypto firm Xapo Bank has partnered with Premier League club Aston Villa in a deal that will see them become the official partner of the club’s pre-season tour to the United States. The self proclaimed “pioneering private bank” was established in 2013 and last year passported its banking licence to the UK. And [...]