Sponsorship

MLS explores eight-figure presenting sponsorship ahead of 'MLS 3.0'

MLS has hired London advisory firm Altius8 to test the market for a presenting sponsor, a deal type common in Europe and nearly unknown in U.S. leagues.

Pre-World Cup Forecast Projected $135M in Lost Naming-Rights Value

A pre-tournament Navigate analysis, published in June 2026, projected up to $135M in lost naming-rights media value at World Cup stadiums.

Turkish Airlines to Replace Standard Chartered on Liverpool Shirts

Turkish Airlines agreed to sponsor Liverpool’s shirts from 2027-28 in a five-year deal reported at about $81 million annually.

Uefa is selling referee sleeve ads, and the small patch creates a big match-day workflow

Uefa’s first referee-sleeve sponsor deal with Strauss is a small patch with big operational ripple effects for rights teams, kit suppliers, and brand safety wor

SportBusiness is selling Deals Tracker as a dataset of 2,000 sponsorship portfolios

SportBusiness is pitching Deals Tracker as a dataset covering 2,000 sponsorship portfolios and 10,000 decision-maker contacts, as rights holders and sponsors mo

Sports teams and leagues are building their own scoring systems for fans and sponsors

Heisman’s new “Hopefuls” hub and the Timberwolves’ Jump rollout point to a shift: first‑party voting and ticketing data is becoming the currency.

Nielsen’s sponsorship benchmarks may be harder to defend in TV budget talks

Nielsen’s new sponsorship media value benchmarks land as Gauge viewing shares are set for a DASH recalibration, complicating how brands justify sports exposure

USA’s perfect World Cup start and the business case behind the hype

The USMNT won its first two 2026 World Cup matches as co-host. Here is what the momentum means for sponsorship, hospitality, and B2B demand.

Youth Engagement Holds the Key to Building Lasting Brand Loyalty in the Esports Industry

Esports organizations are rewriting the monetization playbook by prioritizing direct fan relationships over legacy sports partnership models

Brands are Shifting to Esports Sponsorships and Attracting New and Younger Audiences

Traditional advertising's decline among Gen Z is forcing marketers to redirect budgets toward gaming communities where younger consumers actually engage