Posts by Rocket Yard Sports

Adidas in advanced Audi F1 talks: Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.  It is understood that discussions with the team behind the Audi F1 project are at an advanced stage and the…

Man United pioneers back-of-shirt asset with Qualcomm: Manchester United’s decision to have a back-of-shirt sponsor for the first time through its deal with Qualcomm could pave the way for other Premier League clubs to do the same in domestic cup competitions. Following a trial period during its US pre-season tour this summer, Manchester United will…

Introduction Coca-Cola’s Dominance in Sports Sponsorship: Coca-Cola’s foray into the world of sports sponsorship began as part of a broader strategy to connect with consumers on a deeper, more emotional level. Over the decades, Coca-Cola has not only maintained but significantly expanded its presence in the sports arena, becoming one of the biggest spenders in…

2024 Olympics: The Power of Association and the Golden Era of Sponsorship Opportunities – The 2024 Olympics in Paris promise not just a spectacle of athletic excellence but also a high-stakes arena for brands vying for global recognition. As athletes prepare to etch their names into history, sponsors are poised to capitalize on the unparalleled…

British Olympic Association sews up Adidas extension until 2032: Team GB athletes will continue to be kitted out by German sportswear giant up to and including Brisbane 2032. The British Olympic Association (BOA) has extended its long-running partnership with Adidas until 2032. Contract: Context: The renewal continues a relationship that began at the 1984 Los Angeles Olympics…

Emirates keeps name on FA Cup to 2028: Emirates has extended its long-running sponsorship of the Football Association’s flagship FA Cup competition for another four years, an agreement that will take the airline’s title sponsorship of the FA Cup to 14 years.  The new agreement announced today (Thursday) begins in 2024-25 and includes a renewed…

USA Gymnastics to leverage Paris 2024 medal haul: Governing body’s CEO Li Li Leung says athlete-first approach has been key to winning back trust of partners. USA Gymnastics (USAG) will look to leverage its ongoing success at Paris 2024 and the runway to a home Olympics in Los Angeles to further rebuild its sponsorship portfolio,…

Still No PGA Tour–LIV Deal: The world’s best golfers are descending upon Royal Troon Golf Club on the west coast of Scotland this week for the Open Championship, which comes at a pivotal time for the professional sport. When the tournament tees off Thursday morning, it will be the 10th men’s major championship since the…

Gambling brand becomes English soccer champions’ global betting partner. Betway deepen Premier League presence – English soccer champions Manchester City have struck a multi-year global partnership with gambling brand Betway. Contract: Context: The deal sees City join Betway’s sports sponsorship portfolio which covers teams from across the Premier League, including West Ham United, Arsenal and Brighton and…

The new generation: Louisiana State University stars Angel Reese and Olivia Dunne are known as much for their sporting prowess as they are for being social media sensations. The pair are among those leading the pack since the National Collegiate Athletic Association (NCAA) introduced its name, image and likeness (NIL) policies, and their ability to…