European sports sponsorship ticked off a new €21.98 billion valuation in 2023, exceeding pre-pandemic levels. The successful year was marked by a recovery from the COVID-19 impact and a notable increase in spending across the industry. Factors contributing to this growth included sponsorships related to ESG, cause and purpose, as well as long-term rights deals in the arts and culture sector. Notably, Iceland and Poland emerged as the fastest-growing markets, with a 19% increase. The overall European sponsorship market saw a 6.2% rise from €29.05 billion to €30.86 billion.
Manchester City is aiming to become a pioneer in renewable energy production in football, with plans to install over 10,000 solar panels at its City Football Academy. The initiative, expected to achieve carbon neutrality by 2030, will not only power the academy but also supply energy to the Etihad Stadium and Manchester City Women’s Joie Stadium. The club’s sustainability drive also includes initiatives like single-use plastic removal and rainwater reuse, earning recognition from the Royal Society for the Protection of Birds for its wildlife-friendly practices.
Essex Cricket sets its sights on fielding one of the eight professional women’s teams in the new English and Welsh women’s cricket structure from 2025. The county aims to inspire future players and fans by offering a pathway to the highest level of the game. With the England and Wales Cricket Board investing up to £5 million annually into the women’s game, the selection process for the teams is set to conclude by mid-April, paving the way for increased competition and opportunities in women’s cricket.
Germany’s national football team is bidding farewell to its long-standing partnership with Adidas, switching to Nike starting in 2027 after a successful 70-year collaboration. While Adidas will continue producing Germany’s kit for Euro 2024, Nike will take the reins for future tournaments, including the 2027 Women’s World Cup. The move reflects financial considerations and Nike’s commitment to supporting German football at all levels, emphasizing grassroots development and women’s football promotion. The German Football Association expressed gratitude for Adidas’ contributions to the sport over the years.
Electric motorsport racing receives a boost with new partnerships in the industry. Extreme E extends its collaboration with Allcot, a sustainability solutions company, to offset carbon emissions in the championship and drive sustainability initiatives across motorsports. Meanwhile, Formula E teams up with Google Cloud in a multi-year technology partnership to enhance data analytics for targeted marketing campaigns and explore generative AI technologies, signaling advancements in the electric racing sector.
In a quirky turn of events at the Indian Wells tennis tournament, a swarm of bees interrupted the quarter-final match between Carlos Alcaraz and Alexander Zverev, resulting in a nearly two-hour pause. Despite being stung on the forehead, Alcaraz overcame the distraction to claim a decisive victory, thanks to a dedicated beekeeper’s efforts to clear the court of the buzzing intruders. The incident added an unexpected twist to the tournament, showcasing the resilience and adaptability of the players in the face of unusual challenges.
