Brisbane Lions has strengthened its long-term commercial platform, extending its partnership with New Balance through to the end of the 2030 season in a whole-of-club agreement. The renewed deal expands the scope of the existing relationship, with New Balance now set to outfit both the club’s AFL and AFLW programmes — marking the first time…
Superbet has made a decisive push into Greek football, securing front-of-shirt sponsorship agreements with three top-flight clubs as part of a broader market entry strategy. The betting operator has signed deals with PAOK FC, Panathinaikos FC, and Levadiakos FC, marking one of the most expansive commercial debuts by a sportsbook in the region. A Coordinated…
Brazilian airline Azul has agreed a new sponsorship deal with the Brazilian Football Confederation (CBF), becoming the official airline of all Brazil national teams until 2030. The agreement, announced on Friday, runs for five years and covers the men’s and women’s senior teams, as well as youth categories, futsal, beach soccer and e-sports. The partnership…
New Zealand Rugby League has secured long-term commercial stability after confirming a four-year extension of its partnership with Pirtek, keeping the company as principal partner through 2030. The renewal extends one of the most enduring sponsorship relationships in Southern Hemisphere sport, with Pirtek’s association with the governing body stretching back to 2008. The timing of…
World Athletics has secured a key commercial partner for its new flagship event, the World Athletics Ultimate Championship: Wizz Air. The Hungarian low-cost carrier will play more than a branding role. It is set to support the logistical backbone of the competition by facilitating athlete travel, while also providing flight vouchers to event winners. Scheduled…
Real Betis has expanded its international sponsorship portfolio by signing Maurice Lacroix as its official watch partner through the end of the 2026–27 season. Financial terms of the agreement were not disclosed, but the deal is effective immediately. Swiss brand enters LaLiga The partnership marks Maurice Lacroix’s first entry into LaLiga, aligning the brand with…
French football’s sponsorship ecosystem continues to evolve, but its foundations remain deeply tied to a mix of global brands and regional businesses. With broadcasting revenues declining in recent years, commercial partnerships have become an increasingly vital source of income for Ligue 1 clubs. At the heart of this ecosystem is a diverse range of industries…
French rugby rising star Louis Bielle-Biarrey has taken a significant step in his off-field career by joining Adidas as a brand ambassador, marking a notable shift in his commercial profile. The 22-year-old winger, who plays for Union Bordeaux Bègles, has quickly established himself as one of the most exciting talents in world rugby. His breakout…
Michael Olise is enjoying the best form of his career and is emerging as one of the standout players in world football. The 24-year-old forward at Bayern Munich has established himself as one of Europe’s most productive attackers this season, recording 16 goals and 27 assists across 46 appearances—numbers that place him among the most…
Super League Basketball has announced a multi-year partnership with Bio-Synergy, naming the company as the official nutrition partner of its Women’s League. The agreement is designed to support athletes across the league with specialized performance and recovery products, while also strengthening the broader ecosystem around women’s basketball in the UK. Nutrition tailored for female athletes…
