Latest Sports sponsorship News
Camellia Bowl gets a new name and title sponsor. It's now the IS4S Salute to Veterans Bowl
MONTGOMERY, Ala. (AP) — The annual college football bowl game held in Alabama's capital is changing its name to the IS4S Salute to Veterans Bowl, organizers confirmed. The game has been known as the Camellia Bowl since it was formed in 2014. On Tuesday, organizers announced...
Lenovo will be FIFA's technology partner for 2026 World Cup and 2027 Women's World Cup
Lenovo has signed on to be the official technology partner for FIFA, which includes the 2026 World Cup in the United States, Canada and Mexico as well as the 2027 Women's World Cup in Brazil. The announcement was made during Lenovo’s Tech World innovation event in Seattle on...
Japanese sponsors Toyota, Bridgestone and Panasonic end Olympic contracts
TOKYO (AP) — The International Olympic Committee's three major Japanese sponsors — Toyota, Panasonic and Bridgestone — are terminating their contracts. This leaves the IOC without a Japanese sponsor with the focus now expected to shift to the Middle East and India for new...
Phone deal for visiting fans at 2026 World Cup part of Verizon sponsor pact with FIFA
GENEVA (AP) — Soccer fans arriving in North America for the 2026 World Cup have been promised help with their cell phone coverage from Verizon as part of a sponsor deal with FIFA announced on Tuesday. The New York-based technology provider said FIFA expected three million...
Top Olympic sponsor Panasonic is ending its contract with the IOC
TOKYO (AP) — Olympic sponsor Panasonic is terminating its contract with the IOC at the end of the year, the company said in a statement Tuesday. Panasonic is one of 15 companies that are so-called TOP sponsors for the International Olympic Committee. It's not known the value of the...
Olympic timekeeper Omega makes tweaks for the Paralympics
PARIS (AP) — About 260 Omega employees are working at this year’s Paralympics. Each worker is guided by one principle, according to chief executive officer Alain Zobrist. “Once you hit the enter key,” he said, “you can’t go back.” Omega has been an...
British INEOS beats American Magic on opening day of America's Cup in Barcelona
BARCELONA, Spain (AP) — A pre-start mistake cost American Magic a point on the opening day of the 37th America’s Cup near the Barcelona beachfront on Thursday. The boat representing the New York Yacht Club fell off its foils in low-wind conditions before the race start against...
Tennessee reaches long-term deal with Knoxville-based Pilot to preserve name of Neyland Stadium
Tennessee announced on Tuesday a long-term deal with travel-center giant Pilot that will preserve the names of Neyland Stadium and Shields-Watkins Field while giving the Knoxville-based company prominent signage throughout the stadium, including on the playing surface. Financial...
India should soon have its first Olympics sponsor, a sign of the country's growing Games influence
PARIS (AP) — The International Olympic Committee expects to add an Indian sponsor soon in a sign of the country's growing influence over the Olympics during a bid to host the 2036 Summer Games. The IOC currently has 15 top-tier partners, which collectively paid almost $740 million...
