Just Eat is bringing its UEFA Champions League sponsorship to an early end, exiting the competition one season before its contract was due to expire as Hyundai and Haier move into the tournament’s revamped commercial portfolio. The food delivery company will end its partnership with UEFA after the 2026/27 season, despite previously extending its agreement…
Hyundai has joined the UEFA Champions League’s global commercial partner portfolio, signing a four-season agreement covering 2027-28 through 2030-31, while its activation will begin this season. The automotive manufacturer will also be active during the 2026-27 season, taking over the final year of the current commercial cycle after the automotive category became available. The financial…
Starbucks is entering the sports sponsorship market in France, partnering with Toulouse FC for the 2026/27 season in what marks the coffee brand’s first-ever sponsorship of a football club shirt. Under the agreement, Starbucks will become an official partner of Toulouse FC, with its logo appearing on the sleeves of the club’s men’s professional team…
Two Basketball World Cups on European soil over the next five years have encouraged international sports retailer Intersport to join the top tier of the International Basketball Federation’s (Fiba) sponsorship portfolio. The partnership comes as Fiba prepares for two major events in Europe, giving Intersport an opportunity to activate its global sports retail presence around…
Real Madrid is expanding its commercial footprint beyond football through a new partnership with the Formula 1 Madrid Grand Prix. The Spanish club will serve as a Local Event Supporter for the race, which will take place at the Madring circuit from September 11-13, 2026, while also becoming part of the event’s hospitality programme. As…
The US Tennis Association (USTA) has expanded the commercial portfolio of the US Open ahead of the 2026 tournament, adding US telecoms giant AT&T and digital fitness platform Peloton as new partners. Under a new five-year agreement, AT&T becomes the US Open’s official connectivity partner, providing wireless services, network infrastructure and on-site technical support throughout…
Qatar’s top-flight football competition, the Qatar Stars League (QSL), has entered the 2026-27 season with two new commercial partnerships, signing sponsorship agreements with Red Bull and Hankook Tire. The deals were announced ahead of the new season, which kicked off on August 20. The partnership with Red Bull will run for two seasons and will…
Liverpool are free to explore alternative options for their front-of-shirt sponsorship from the 2027-28 season onwards after Standard Chartered’s exclusive negotiation period expired without the bank submitting a renewal offer. Standard Chartered has been Liverpool’s main shirt sponsor since 2010, making the partnership one of the longest-running front-of-shirt sponsorship agreements in Premier League history. The…
Juventus has announced a new multi-year sponsorship agreement with YOKOHAMA Tyres, with the Japanese tyre manufacturer becoming the club’s new Official Partner. The partnership brings together two brands that position performance, innovation and continuous improvement at the centre of their strategies. For YOKOHAMA, the agreement provides a high-profile platform to strengthen its brand awareness and…
Hotels.com has extended its global partnership with Arsenal through a new multi-year agreement, continuing a relationship that began in 2023. The company will remain an Official Partner of the club, maintaining its presence across Arsenal’s men’s and women’s teams and digital platforms. Under the renewed agreement, Hotels.com will retain prominent visibility at Emirates Stadium on…
