2ONE Nicotine Pouches has signed a multi-race sponsorship deal with MBM Motorsports to conclude the 2024 NASCAR Cup Series championship. The sponsorship will see the 2ONE brand prominently displayed on the No. 66 Ford Mustang at Martinsville Speedway and Phoenix Raceway. This partnership marks a strategic move by 2ONE to reach adult racing fans and introduce its flavorful nicotine pouches to a wider audience.
American Express has expanded its partnership with Formula 1 from the Americas to a global level, aiming to enhance fan experiences and tap into the growing popularity of the motorsport among Millennials and Gen Z. This comes alongside American Express becoming the sole owner of Swisscard and reporting mixed third-quarter results.
Jindal (India) Limited has stepped in as the principal sponsor for Hyderabad FC, securing the club’s participation in the Indian Super League (ISL) 2024-25 season. This sponsorship comes at a crucial time for the club, which faced financial difficulties and threatened its participation in the league. The partnership aims to provide Hyderabad FC with a platform for growth and excellence both on and off the field, while also aligning with Jindal’s commitment to community development and sports.
Barclays has signed a multi-year sponsorship deal worth over £30 million with the Women’s Super League (WSL) and Women’s Championship, marking the biggest deal in British women’s soccer history. This significant investment signifies a major boost for women’s football in the UK, showcasing Barclays’ commitment to supporting the sport’s growth.
Cannabis brand Cookies has secured a three-year sponsorship with the University of Southern California (USC), marking the first time an NCAA team has partnered with a cannabis company. This groundbreaking deal, focused on Cookies’ CBD products, raises questions about the NCAA’s stance on cannabis advertising and opens doors for potential new revenue streams for collegiate sports.
Spanish oil giant Repsol will no longer sponsor the Honda MotoGP team starting next season, marking the end of a 30-year partnership that saw them achieve numerous championships and victories. The decision comes as Honda struggles to maintain its competitiveness in the sport.
Etihad Airways has announced a multi-year agreement to become the Official Front of Shirt Sponsor for Mumbai City FC, marking a significant investment in the Indian market and showcasing the growing influence of football in the country. This partnership coincides with Etihad’s 20th anniversary of service to India and underscores the airline’s commitment to the region.
Emirates Airline has extended its partnership with Portuguese football club S.L. Benfica for another five seasons, solidifying a decade-long collaboration. The renewed agreement, the longest in Benfica’s history, signifies a continued investment in the club and its passionate fanbase, as well as Emirates’ commitment to Portugal.
Malaysian track cyclist Muhammad Shah Firdaus Sahrom, who missed out on a medal at the Olympics, was gifted a sponsored Umrah pilgrimage by Ikhlas.com for himself and his parents, fulfilling a promise he made to his mother after a heartbreaking defeat.
Italian gymnast Giorgia Villa, a silver medalist at the 2024 Paris Olympics, has captured attention for her unique sponsorship deal with Parmigiano-Reggiano, a renowned Italian cheese company. The partnership has gone viral on social media, showcasing Villa’s love for cheese and highlighting a unique cultural connection between sport and food.
