SponsorshipS + MarketinG

Aston Martin seals new sponsorship deal, according to SportBusiness reporter Matthew Williams. Oil and gas producer Aramco joins Cognizant as a co-title sponsor to the racing team, which will be officially called the Aston Martin Aramco Cognizant Formula One Team ahead of the 2022 season.

Ahead of the 2022 season, Duracell has inked a multi-year sponsorship deal with Formula One team Williams Racing, says Matthew Williams of SportBusiness.

Broadcaster Cosmote TV reached a deal with ERT to air the 2022 Formula One season for race fans in Greece. Sunday Grand Prix races will also air in UHD on its Cosmote Sport4K channel, according to SportBusiness writer Nick Roumpis.

The Zurich firm, Adecco, is now the official recruiter of the women's Tour de France, says SportBusiness writer Joseph Perry. Agreeing to a two-year deal this past March, the eight-day cycling race joins the human resources firm's representation of the men’s Tour de France.

Waze becomes another sponsor to throw their support to cycling’s Tour de France and Tour de France Femmes, according to SportBusiness Staff Writers. The tech company sealed a three-year deal with the ASO ahead of the Waze Global Event this past June (Staff & Glendinning, 2022).

The Amaury Sport Organisation (ASO) expresses confidence in the women’s inaugural Tour de France Femmes (Ross et al., 2022). Watched by over 3 million on France Télévisions, the event promoter says it'll "pay off commercially in future years with a sizeable free-to-air audience, creating an appealing platform for sponsors," according to SportBusiness writer Martin Ross.