Sponsorship News

Ice hockey sponsors threaten contract cancellation if championship stays in Belarus

Sponsors of the 2021 Ice Hockey World Championship have threatened to pull out of the tournament if it is staged in Belarus and Latvia as planned, because of Belarus’ human rights record. The International Ice Hockey Federation (IIHF) is set...

NBC boosts brand exposure with Olympic advertising platform

US network NBC has created a new sales platform, the Olympic Ad Engine, which will help brands get the best results during the delayed 2020 Tokyo Olympic Games. According to reports, the platform was put together using machine learning and...

Portuguese government readies legislation to centralise media rights model

The Portuguese government is preparing legislation to centralise media rights for the country’s football leagues, it has been announced. At present, all Primeira Liga clubs distribute their own rights themselves, being one of the only leagues left to do so. However, it...

Southampton FC realigns with Hummel for next five years

Premier League club Southampton FC has reunited with sportswear brand Hummel, penning a new five-year agreement with the manufacturer. Hummel manufactured Saints’ kits between 1987 and 1981, including the famous 1987/88 design which was based on Denmark’s 1986 World Cup...

New Japanese rugby union league set to launch in 2022

A new three-division rugby union league is set to debut in Japan in 2022, according to the country’s Rugby Football Union. The new league will feature 25 professional and amateur teams, with 12 playing in the top division, which will...

Roc Nation reveals star-studded Class of 2021 footballing line-up

Roc Nation has announced its new ‘Class of 2021’ football recruits, a line-up which includes Premier League, English Football League (EFL) and international youth starlets. Under the terms of the agreement, Roc Nation will represent nine new youngsters: Billy Gee...