The British Motorsport Valley businessman taking Formula 1 by storm March 12, 2025 Have you watched a McLaren going around a Formula 1 track in recent seasons and thought you’d seen the sponsors changing? Spoiler alert: you have. Much is said about the success of Britain’s Motorsport Valley, an area of the country at the heart of Formula 1 – and wider racing – development, technology and entrepreneurship. [...]
Coca-Cola and Fifa resolve legal spat to continue Club World Cup deal February 21, 2025 Coca-Cola and football governing body Fifa appear to have resolved their legal spat after the soft drinks giant was confirmed as a sponsor for the Club World Cup. Alongside German sports apparel firm Adidas, Coca-Cola opened separate legal cases against Fifa surrounding the sponsorship rights of the Club World Cup. The pair were reportedly unhappy [...]
Sport sponsorship: Best deals, who’s investing and 2025 growth January 5, 2025 As 2025 kicks off, the sports sponsorship landscape is brimming with opportunity. New trends are emerging and the environment is ripe for seasoned sponsors to make bold investments promoting new brand offerings. With Premier League clubs preparing for life after gambling sponsors and athlete-driven media platforms gaining traction, the industry is undergoing a transformation that [...]
Breakaway rugby talks not a ‘distraction’ to Rugby World Cup, says chief January 1, 2025 World Rugby chief executive Alan Gilpin has insisted that talk of a breakaway franchise competition is not a distraction, stating that any investment talk is “fantastic”. Reports have circled of a LIV Golf-style breakaway in rugby union with both private equity and sovereign wealth backers, to various degrees. Details of the supposed competition, which some [...]
FC Barcelona announce new Nike deal worth £1.4bn November 11, 2024 Barcelona have announced a 14-year kit manufacturing deal with Nike worth £1.4bn in what is a record agreement of its kind. Despite murmurs of a fractious relationship between the Catalan club and the American sporting titan the deal will be worth around £105m per season for the LaLiga club. Real Madrid’s deal with Adidas is [...]
Gallagher re-sign as Premiership Rugby sponsor in uplifted deal September 12, 2024 Insurance giant Gallagher this morning reaffirmed their commitment to English top flight sport, signing an increased value sponsorship deal with Premiership Rugby. The move will take Gallagher’s title sponsorship span with the Premiership to beyond a decade upon conclusion of the three-year extension, which begins at the start of the 2025/26 season. Gallagher – whose [...]
Who gives a crap? Lewes FC confirm new sponsor of ‘crappiest kit of all’ August 14, 2024 Lewes FC, the world’s first gender equal football club, have announced eco toilet paper brand, Who Gives A Crap, as its new sponsor. It is claimed the kit will be the first “created by a toiled brand” as the club looks forward “to a season of clean sheets”. The two-year-deal sees the Who Gives A [...]
Cazoo has collapsed. Was its bold approach to sport sponsorship to blame? May 30, 2024 Last week, online car dealership Cazoo collapsed into administration. The brand had made a name as one of Europe's most prolific sponsors - was this to blame?