All Marketing knowledge

Austrian mobile challenger Spusu, fronted by Bastian Schweinsteiger, has bought its way into Germany’s top 20 gross advertisers — level with Telekom and Vodafone.

Publicis Sports has teamed with Travis Kelce and 3 Arts Sports to launch Tekta, a venture helping brands structure and measure NIL sponsorship deals with US college athletes.

Nestlé Waters brand Vittel moved from roadside visibility to participation at the Tour de France with ‘Virage Vittel’ and a Strava challenge that drew 204,000+ riders in 2025.

FC Bayern named Gemini its official Consumer AI Partner and Pixel its Smartphone Partner — a marquee club showing how sponsorship now sells AI usage, not just awareness.

Oura signed Coco Gauff and Taylor Fritz ahead of the 2026 US Open — wearables muscling into premium sports sponsorship by selling recovery as a lifestyle.

From the 2026/27 season, DAZN and Disney+ will broadcast Spain's La Liga in France, ending beIN Sports' 14-year hold — and marking Disney+'s arrival in French live sport.

Dove Deodorant returns to the US Open as the self-styled 'Official Sponsor of Underarms', blending tennis, fashion and confidence in a witty sponsorship play.

The L'Équipe group has acquired free-to-air NFL rights, including the Super Bowl, for the 2026-2027 season, with France Télévisions airing the Paris Game.

Coca-Cola Deutschland is back as an official Bundesliga partner after ten years, with a big season-launch campaign — a bet on football's mass reach as the 2026/27 season kicks off.

Pernod Ricard's Jameson has become the NFL's official spirits sponsor in a multiyear deal, taking the slot Diageo declined to renew — a bold bet on live sport as US spirits demand softens.