Spotlight On Sponsors: The Biggest & Boldest Deals Of 2024 [Video]

The world of sports sponsorship has always been a dynamic space where brands, athletes and teams form powerful partnerships that transcend the game itself, taking fan experience and brand marketing to a whole new level.

In 2024, B&T kicked off its Spotlight On Sponsors series, a weekly wrap of all the biggest sports sponsorship deals (and occasional losses). We saw a series of landmark deals that not only shook up the sports industry but also redefined the future of marketing and global influence. From jaw-dropping financial commitments to unexpected withdrawals, these sponsorships sent shockwaves across the globe, leaving fans and industry insiders buzzing.

Before we dive into our 2024 wrapped, here are the big stories from this week!

• AO & Piper-Heidsieck Partnership Extended Until 2027
• Under Armour Strikes Partnership With Football Star Douglas Costa
• Zurich Australia Invests In Extended Partnership With Wests Tigers
• Cricket Australia & Shane Warne Legacy Extend Partnership
• Cronulla Sharks’ Head Into 2025 With A Steel Defence After Reozone Deal
• Intrepid Travel Takes …