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Big brands commit to leagues for a decade. Small businesses can borrow the same logic at a fraction of the cost - here's how to make sports sponsorship work on a modest budget.

UEFA has appointed US agency Relevent as the exclusive marketing and sales partner for its national-team competitions from 2028, its second major rights deal with the RedBird-backed firm.

What a Super Bowl ad really costs, and who actually gets their money’s worth.

L'Oréal has become an official partner of Paris Saint-Germain until 2028 — its first-ever football club deal — using Vichy to study and treat players' skin.

New IPA research finds fewer than half of brands are confident sponsorship drives business results, and warns that refusing to share data is 'self-defeating'.

AEG and Virgin Media O2 have agreed a reported £200m, 10-year extension — called the UK's largest-ever naming-rights renewal — keeping 'The O2' until 2038.

Strauss, the Hesse-based workwear brand, is entering Australia and has been named the AFL and AFLW's first official workwear partner ahead of a 2027 launch.

Hyundai is launching its new Ioniq 3 electric car in Germany with an out-of-home push, UEFA Champions League sponsorship visibility and a nationwide dealer event, aiming to win European buyers from Chinese rivals.

Schwarz Group discounter Lidl has renewed its partnership with the International Handball Federation until 2030 as official fresh-produce partner.

A new Alice Milliat Foundation study by Kantar finds 35% of French women want more women's sport but are blocked by a lack of content — and most athletes want sponsors to invest more.

The fourth Germany match under coach Jürgen Klopp drew below 10 million TV viewers for the first time (around 9.7 million on RTL), though it still beat ARD's 'Tatort' — a signal for sponsors and broadcasters.

CMA Media has completed its RMC Sport acquisition and folded it into a new division, CMA Sport, covering broadcasting, rights and white-label production.

Cupra has won HORIZONT's Sportbusiness Award for Sponsor of the Year, recognised for turning padel sponsorship in Germany into community co-creation rather than logo placement.

The Oxford-Cambridge Boat Race is leaving the BBC for Channel 4 under a multi-year deal, with Chanel expanding its title sponsorship as the 'Chanel J12 Boat Race'.

The NHL has signed Adobe as its official creative, marketing and AI partner to deliver personalised, AI-powered fan experiences using Adobe Firefly and its experience platform.

Standard Chartered has launched 'Move Ahead', a global brand campaign built on its new Formula 1 partnership and AI-enabled production, spanning markets that cover 19 of F1's 21 races.

Diageo's Crown Royal has teamed with Sports Illustrated on 'Royal Rituals,' an episodic content series celebrating football fans' game-day traditions.

Anheuser-Busch's Michelob Ultra has become the NHL's official beer sponsor in the US, extending its 'Superior Access' sports platform across 18 teams.

Broadcaster Amol Rajan's new media platform has landed Waitrose and NatWest as founding partners — the latest sign of big brands underwriting journalist-led content ventures.

Serviceplan Culture has formed a strategic partnership with sports investment platform Monarch Collective, backing women's football as the UEFA Women's Champions League season kicks off.