Olympic Games set to steady ship with major Chinese sponsor February 6, 2025 Consumer electronics firm TCL is reportedly set to become an Olympic partner in a boost to the International Olympic Committee after long-term sponsors jumped ship. The Chinese organisation is in the final stages of signing a deal to join the IOC sponsorship family, according to SportBusiness. In 2023 the cooperation generated £19bn and its subsidiaries [...]
Saudi Public Investment Fund nearing $1bn stake in Dazn January 14, 2025 Saudi Arabia’s Public Investment Fund is nearing a $1bn acquisition of a small minority stake in sport streaming platform Dazn. The London-based rights holder, which enjoys relationships with boxing’s Riyadh Season and a number of the top European football leagues, could potentially see its value pushed into the tens of billions after the injection. It [...]
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 [...]
Why doesn’t Saudi Arabia sponsor rugby when it invests everywhere else? December 7, 2024 If you were going to have a gander through the list of sports sponsorship deals related – directly or indirectly – to the Kingdom of Saudi Arabia, you’d be scrolling for a good while. Because research by Play the Game reports that there’s a total of 910 deals between Saudi Arabia or Saudi companies/individuals and [...]
Williams and Duracell extend Formula 1 partnership November 19, 2024 Long-standing Formula 1 team Williams Racing have extended their partnership with Duracell. The multi-year extension sees Duracell, who initially joined the team in 2022, take their partnership beyond this season to ensure it dons the famous blue car which will next year be driven by Alex Albon and Carlos Sainz. Duracell has been credited with [...]
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 [...]