ASTON VILLA JERSEYS ARE THE HOTTEST THING IN RWANDA | VISIT RWANDA

 

DUSTIN POIRIER SAYS BUD LIGHT ENDED DEAL IMMEDIATELY AFTER AIRPORT ARREST

Poirier says Bud Light terminated his deal right away, costing him money while he vows to stay away from alcohol.

Photo: BJPenn.com

Dustin Poirier says Bud Light ended its sponsorship deal with him right after his airport arrest, a business hit he now connects directly to his decision to stop drinking.

Poirier discussed the fallout during an interview on The Ariel Helwani Show. The former interim UFC lightweight champion said the arrest and the reaction around it cost him a major sponsor, but he also said promoting alcohol no longer fits the way he is trying to live.

When Helwani asked where things stood with Bud Light, Poirier gave a short answer.

“No, they terminated my contract immediately,” Poirier said.

Poirier did not frame the split as something he wanted to fight. He said the money mattered to his family, then pointed to the larger conflict of advertising a product he says he is done using.

“No, it’s all good, man. I don’t need that [ __ ] poison in my life,” Poirier said.

“I mean, it sucks that my family loses out on the money I had left on the deal with them, which is a few hundred thousand,” Poirier said. “But also, if I’m representing something that I’m not going to be, if I’m advertising something I’m not going to be taking part in and promoting stuff, you know, it is what it is.”

Poirier Says He Cannot Drink Responsibly

The Bud Light comments came inside a longer answer about the arrest, accountability, and alcohol. Poirier said the incident followed his own choices and that he is now a month sober.

“What happened that day, I just wasn’t in a good mental space,” Poirier said. “I knew I shouldn’t have and I didn’t care in the moment, you know, just a really bad day for me.”

“It’ll never happen again,” Poirier said. “I’m a month sober from alcohol and I’m never going to pick up alcohol again. I’m never going to drink again in my life. I made a vow, you know, and when I make promises to myself like that to my family like that, I don’t break them.”

That answer lines up with how Poirier described the sponsorship problem. He said he does not judge people who can drink without losing control, but he no longer puts himself in that group.

 “Right. Right. And I don’t have a problem with people,” Poirier said. “There’s plenty of people out there who do drink responsibly. I’m not one. I’m not one. So, if you can drink responsibly, have fun. Drink a Bud Light. Drink a whatever the hell you want. Be responsible. Have a good time. I’m not that person.”

Poirier also explained that the issue was not daily drinking. He said the pattern became dangerous when he did drink, especially after retirement removed the structure that came with fight camps.

“Probably three out of four times if I do pick up alcohol, I overdrink,” Poirier said. “But I don’t drink every day. But when I do drink it, we’re drinking, you know, and that’s a problem. That’s a problem I’ve had throughout my life, but definitely since I laid the gloves down.”

“When I laid the gloves down, I realized I was drinking to process emotion,” Poirier said. “I wasn’t drinking to socialize. I wasn’t drinking to celebrate. I was drinking to fight the feelings in my head. I was trying to process emotion with drinking to get away, to run away from it, which is a coward’s move.”

Other Sponsors And UFC Stayed Supportive

Poirier said Bud Light was not the only company watching the fallout, but he added that his other sponsors have stayed with him because of long relationships. His comments follow earlier coverage of his airport arrest apology and the support he received after Jon Jones publicly backed him.

“So far everybody’s been pretty supportive,” Poirier said. “These other companies I work with, I’ve been working with for years, for years and years and years. And they know my character. They’ve been around me in person and it was just a really bad day, man.”

He also said the UFC reached out quickly. Poirier named Hunter Campbell as the person who contacted him and said Dana White had not personally called at the time of the interview.

“Literally one day after the arrest and all that happened, Hunter Campbell with the UFC reached out to me and asked me what he can do, that the UFC’s got my back,” Poirier said. “Anything they can do, anything I need help with, let them know and they’re all in. So, no, the UFC, the company immediately reached out to me and had my back.”

“I believe his exact words were something on the line of I can’t let somebody who fought for this company for over 15 years try to handle all this on his own or something like we have your back,” Poirier said. “Let us know what you need from us.”

The legal case is still part of the picture. Poirier said he is dealing with a misdemeanor public intoxication charge, adding that his lawyer told him the matter could be resolved favorably if he does the right things. He said his wife booked him back into therapy immediately after he returned home.

“I mean, at worst, potential jail time,” Poirier said. “I don’t think it’s going to go that far. Maybe a fine. But the lawyer I’m talking to, the day I got back, my wife already booked me a therapy session for the day after I got back. The first day, my first full day home, I was back in therapy and trying to pull things together."

Poirier retired after his UFC 318 trilogy fight with Max Holloway, but his name has stayed active through post-career topics, including brain-scan concerns, his advice that Michael Chandler should consider retirement, and Conor McGregor’s reaction to the arrest discussion. The Bud Light split adds a direct business consequence to a personal reset Poirier says he has already started.

- Jake Blend

REAL MADRID REACH €74M SHIRT SPONSORSHIP AGREEMENT

Real Madrid are set for a fresh boost to their coffers next season, as a result of a renewed shirt sponsorship agreement. Los Blancos have been in partnership with United Arab Emirates airline Fly Emirates for the past past 15 years, and are set to extend their partnership to two decades.

On Tuesday, Real Madrid announced that they had reached an agreement with Fly Emirates for another five years, with their agreement now ending in 2031. They announced that their partnership was build on excellence, ambition and a shared vision of the future.

Real Madrid earnings from Fly Emirates deal

Image via Real Madrid CF

It has been reported by Marca that the deal will be worth around €74m per annum to Los Blancos, making it the most lucrative shirt sponsorphip deal in the game. Yet Diario AS confirm that it could be worth even more, and could be around €70-80m per season. In total, combined with the shirt sleeve sponsorship and Adidas, Real Madrid will be raking in around €100m each year until 2031 as things stand.

Real Madrid released new home kit last week

Image via Real Madrid CF

Last week Real Madrid released their first home kit with pink trim for five years, with the Adidas stripes sporting an unusually bright colour, compared the usual gold or black. Los Blancos certainly got an important marketing boost with the visit of the Pope, who declared that he was a Real Madrid fan during his stay in the Spanish capital over the weekend.

Following that, Real Madrid put a series of limited edition ‘Leon the 19th’ shirts on sale for €195 over recent days. Pope Leo also visited the Santiago Bernabeu on Monday evening, following a series of concerts, and was presented with a shirt by President Florentino Perez, with the name Robert F. Prevost on the back.

- Ruairidh Barlow

FIFA WORLD CUP SPONSORS OUTPERFORM FTSE 100 AND S&P 500

Major Fifa World Cup sponsors outperform FTSE 100 returns by a factor of five and the S&P 500 by three as brands look to dominate the conversation during the tournament.

IG research looking at the performance of major World Cup sponsors saw an average return of 7.1 per cent during tournament cycles – from 30 days before the first match to three months after the tournament across the last four editions – versus a 1.9 per cent increase on return for the US stock market.

Across the same period the London-based FTSE 100 had an average decline of 1.1 per cent.

Apparel brands appear to be the most lucrative markets. Nike saw a surge to the tune of 17.7 per cent, while rival Adidas averaged a 1.6 per cent increase.

Kia (12 per cent), Coca Cola (8.6 per cent), and AB InBev (7.9 per cent) all outperformed the World Cup average of 7.1 per cent.

World Cup a growth market?

Chris Beauchamp, chief market analyst at IG, said: “The World Cup creates a unique environment where a small group of globally recognised brands capture a disproportionate share of attention – and that visibility can feed through into stronger stock performance over a relatively short period.”

The negative FTSE 100 performance stems from the 2014 and 2018 windows, while this year’s World Cup, coming amid a conflict in Iran that is damaging global oil supply chains, could also see figures impacted.

Added Beauchamp: “It’s particularly interesting when you set that against the traditional ‘Sell in May’ narrative, where markets are often expected to drift or soften over the summer months. What we’ve seen is that World Cup sponsors can cut against that trend, with tournament-driven demand, marketing spend and consumer engagement helping to support share prices at a time when the wider market can lack direction.

“What stands out is the gap between these companies and the broader indices. Even in years where markets have struggled, sponsor-linked stocks have often been able to outperform – although not without volatility, and with outcomes still heavily influenced by timing and wider market conditions.”

- Matt Hardy

LIV GOLF SEEKS 'LONG-TERM FINANCIAL PARTNERS' AS SAUDI ARABIA'S PIF CONFIRMS EXIT

 

[US, Mexico & Canada customers only] Feb 5, 2026; Riyadh, SAUDI ARABIA; Bryson DeChambeau in action during the second round of play at LIV Golf Riyadh at the Riyadh Golf Club. Mandatory Credit: Reuters via Imagn Images

LIV Golf plans to continue without the financial backing of Saudi Arabia's Public Investment Fund, touting "100% year over year" financial growth in 2026.

The Public Investment Fund (PIF) formally announced it would end financial support of LIV Golf at the end of the 2026 season.

"PIF has made the decision to fund LIV Golf only for the remainder of the 2026 season," a PIF statement read Thursday. "The substantial investment required by LIV Golf over a longer term is no longer consistent with the current phase of PIF's investment strategy. This decision has been made in light of PIF's investment priorities and current macro dynamics."

Under a reshaped model, LIV established a new, independent board and envisions further commercial agreements to stabilize the intended PGA Tour competitor.

"LIV Golf is transitioning from a foundational launch phase to a diversified, multi-partner investment model, with a formal process underway to attract long-term financial partners," the circuit said in a statement Thursday, hours after learning the financial underpinning from the PIF was ended.

Signs of a fracture in the PIF-LIV emerged earlier this year and simmered to the surface last week, when ESPN obtained an email LIV CEO Scott O'Neil sent to staff claiming the 2026 season will continue "exactly as planned, uninterrupted and at full throttle." He made no mention of LIV's future beyond 2026, however.

LIV said the new board will be headed by Eugene Davis, the Chairman and Chief Executive Officer of PIRINATE Consulting Group LLC and Jon Zinman, the founder and managing member of JZ Advisors LLC. They are tasked primarily with "institutionalizing the league, formalizing its ownership structure, and evaluating the range of strategic opportunities," LIV Golf said Thursday.

Founded in 2021, LIV Golf made its debut in June 2022 and used lavish, guaranteed contracts to lure dozens of stars like Dustin Johnson, Phil Mickelson, Jon Rahm and Bryson DeChambeau away from the PGA. PIF has provided LIV with more than $5 billion, but the league has reportedly lost millions of dollars per year. Earlier this month, Yasir Al-Rumayyan, PIF's governor and LIV's main financial backer, shared a plan for the kingdom to cut back on international investments and focus on more domestic projects.

DeChambeau, Cameron Smith and Rahm reportedly turned down the opportunity to return to the PGA Tour earlier this year. According to MSN.com, some LIV players have reached out to the DP World Tour.

--Field Level Media

COST OF PUTTING A LOGO ON MICHAEL SCHUMACHER'S CAR IN 2006 | F1 FERRARI

 

Ever wondered how much it costed to put a logo on Michael Schumacher’s Ferrari in 2006? 💰🏎️ 

The sponsorship game has fundamentally changed. Looking back 20 years, Ferrari’s financial engine was a different world: 

The “Whale” Era (2006): One logo—Marlboro (Philipp Morris) —bankrolled nearly half the team with a staggering $180M deal. Along with Vodafone and Shell, just three brands carried almost the entire team. One year before the legendary Barcode Branding. 

Total Sponsorship back then already~$320M. Big money Business! 💰

 #f1 #branding #ferrari #schumacher

- Historic F1

FIFA PARTNERS WITH MARRIOTT AS HOTEL PARTNER FOR 2026 WORLD CUP

 January 8 – Marriott Bonvoy has been announced as the Official Hotel Supporter in North America of the 2026 FIFA World Cup as the tournament comes to the region for the first time in more than three decades.

With matches spread across Canada, Mexico, and the United States, the scale of the tournament is massive, and Marriott Bonvoy plans to meet that moment by turning its hotel empire into a home base for fans as they follow their countries across borders and cities.

Throughout the tournament, Marriott Bonvoy has said that members and guests can expect more than just a room, with the company rolling out immersive hotel experiences, special fan activations, and exclusive Marriott Bonvoy Moments tied directly to the World Cup.

“For millions, soccer is a shared language, connecting families, communities and cultures across generations,” said Peggy Roe, Chief Customer Officer at Marriott International. “In much the same way, travel shapes who we are, with the connections we create staying with us forever. Through Marriott Bonvoy, travellers gain access to experiences that deepen these bonds, turning meaningful moments into lasting memories for our members.”

Roe added, “The FIFA World Cup 2026 is without question going to be one of those landmark moments for so many people, and as a lifelong travel partner, Marriott Bonvoy will welcome fans throughout this historic tournament with the warmth of our properties and the power of our travel program, showing up as your travel companion every step of the journey.”

“We are delighted to welcome Marriott Bonvoy as our Official Hotel Supporter for the FIFA World Cup 2026,” said FIFA Secretary General Mattias Grafström. He pointed to Marriott’s footprint across all three host nations as a key advantage for the record number of fans expected to travel during June and July.

Marriott Bonvoy will also collaborate with Visa to deliver global customer experiences tied to the tournament. Together, they aim to connect travel, payment, and fandom into a more rewarding journey for supporters wherever they are coming from.

- Inside World Football 

TOYOTA RETURNS TO FORMULA 1 IN 2026

 

Toyota is making a notable return to Formula 1 in 2026 by becoming the title sponsor of the Haas F1 Team, expanding on a technical partnership that began in late 2024 and strengthening its presence in the sport after withdrawing its own works team in 2009. From next season the team will compete as the TGR Haas F1 Team, with the Japanese brand’s name featured prominently on the car and team gear as MoneyGram’s sponsorship ends. This title deal builds on shared engineering work, driver development and resources between Toyota and Haas while the team continues to run Ferrari power units, and marks a major step in Toyota’s return to the top tier of motorsport.

- Car Advisor

 #carsadvisor #toyota #TOYOTAGAZOORacing #HaasF1 #F1 #formula1

ARSENAL HAVE REACHE A MEGA SPONSORSHIP DEAL WITH DEEL

𝐁𝐑𝐄𝐀𝐊𝐈𝐍𝐆: Arsenal have reached a massive sponsorship agreement with Deel. The global payroll powerhouse is also believed to replace the Visit Rwanda sleeve patch on the iconic Arsenal jersey. 

It is understood, Chelsea were closing in on an agreement with Deel as a exclusive shirt sponsor which fell through when Arsenal presented their global scalability power in comparison to the West London Blue club. 

#Arsenal #Deel #sponsorship #thefunners

F1 HAS ANNOUNCED A NEW COLLABO WITH DISNEY FOR 2026

Formula 1 and Disney have unveiled an exciting partnership that will bring Mickey & Friends into the fast-paced world of F1 starting in 2026✨️😍

DSTV PREMIERSHIP: CHERY SOUTH AFRICA BECOMES OFFICIAL MOBILITY PARTNER OF SUNDOWNS

Chery South Africa is proud to be the Official Vehicle Partner of Mamelodi Sundowns, one of South Africa’s most decorated and popular football clubs. Known as ‘The Brazilians’ for their bold style of play and their iconic yellow kit, Sundowns have a rich history that spans over five decades.

The club is a powerhouse locally and across the continent with a record number of league titles, numerous domestic cups, and Continental triumphs in the CAF Champions League and African Football League.

As part of this exciting partnership, Chery will provide the team with a fleet of SUVs, ensuring they travel comfortably and in style to matches, club engagements, and community events. This collaboration is a natural fit, bringing together two high-performing brands known for their commitment to excellence.

“We are thrilled to partner with Mamelodi Sundowns,” said Tony Liu, CEO of Chery South Africa. “The partnership reflects our dedication to supporting local communities and sports programmes within the country, and aligns with our ongoing efforts to make a meaningful contribution to South Africa.”

Chery’s latest partnership goes beyond sponsorship. The automaker is committed to making a meaningful impact in South Africa, and working together with Mamelodi Sundowns allows the marque to support local communities, develop sports programmes, and contribute to its corporate social responsibility goals.

Mamelodi Sundowns’ Chairman, Tlhopie Motsepe, welcomed the partnership and said: “At Mamelodi Sundowns, we follow the philosophy of Ubuntu—our success belongs to our supporters, our communities, and the people who make us who we are.”

“We are delighted to welcome Chery to the Mamelodi Sundowns family because we are united by ambition and people-first values,” added Motsepe. “From day one, we will push boundaries, excite South Africans, and empower communities across the country.

A lucky supporter will win a Chery Tiggo 4 Pro at Loftus Versfeld Stadium when Mamelodi Sundowns lift the PSL trophy for the record 15th time, and an unprecedented 8th time in a row.

Chery’s presence in South Africa extends beyond just sales and after-sales service. The automaker has several initiatives, including the With Chery With Love (WCWL) programme, which strengthens the brand’s bond with local communities through projects like the Chery Foundation.

Other efforts include the Chery Scholarship Challenge, which empowers talented South African youth with a R250,000 scholarship and a 12-month internship at Chery, reflecting the same forward-thinking spirit that drives Mamelodi Sundowns on the pitch.

 - Dennis Mabuka

 

FIRST SPONSORSHIP DEAL FROM AFRICA WITH SPANISH GIANTS ATLÉTICO MADRID

The ‘Visit Rwanda’ campaign has secured a new partnership with Spanish football giants Atlético Madrid, expanding its growing roster of elite football club sponsors

• Rwanda's 'Visit Rwanda' campaign partners with Atlético Madrid, adding to its sponsorship deals with Arsenal, PSG, and Bayern Munich

• The deal includes a technical development component for young Rwandan players and coaches

• Critics have raised concerns about the government prioritizing sponsorships over pressing domestic concerns

This latest three-year sponsorship agreement makes Atlético Madrid the fourth major European club to feature Rwanda's tourism branding, following similar deals with Arsenal, Paris Saint-Germain (PSG), and Bayern Munich.

As part of the partnership, the "Visit Rwanda" logo will appear on the kits of both Atlético Madrid’s men’s and women’s teams beginning next season.

The move is part of Rwanda’s strategic push to market itself as a premier global tourism and investment destination through high-profile sports marketing.

Jean-Guy Afrika, CEO of the Rwanda Development Board, said:

“Through this collaboration, we aim to showcase Rwanda as an attractive destination for investors, a unique experience for global travelers, and a platform for nurturing talent and expanding opportunities for young Africans through sport.”

Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, emphasized:

“Visit Rwanda’s great importance as a partner in our club’s goal of international expansion. We are always looking for partners with global solvency, linked to football and Visit Rwanda is an example of this. It is a country in constant growth and I am convinced that we will both benefit from this partnership.”

The deal also includes a technical development component that will grant young Rwandan players and coaches access to Atlético Madrid’s world-class training expertise.

Protests mount over 'Visit Rwanda' sponsorships

While the Rwandan government celebrates this milestone, critics—including some human rights organizations—have questioned the country’s priorities, arguing that high-profile sponsorships come at the expense of pressing domestic concerns such as governance, civil liberties, and press freedom.

This new partnership comes amid ongoing protests from Arsenal supporters, who have criticized the club's association with Rwanda due to the country's alleged involvement in the conflict in the Democratic Republic of Congo (DRC).

According to the BBC, Arsenal's management has declined to comment on the activities of a new rights group within the club - the Gunners for Peace campaign, which is pressuring the club to drop its sponsorship deal with Visit Rwanda.

The Congolese government also protested the sponsorship deals, urging clubs like Arsenal to cancel their partnerships with Visit Rwanda.

This call to action stems from allegations of Rwanda's involvement in the conflict in the Democratic Republic of Congo, which the Congolese government strongly condemns.

A Rwanda government spokesperson defended their sports partnerships, saying they help boost the country's economy.

Meanwhile, PSG has renewed its partnership with Visit Rwanda until 2028, while Bayern's deal is set to expire the same year.

- SOLOMON EKANEM

RWANDA SPONSORING ATLETICO MADRID

Rwanda 🇷🇼 becomes first African sponsor for football giants, Atletico Madrid.

F1 TEAMS TITLE SPONSORS

 

TEAM SPONSORSHIP REVENUE FOR MAJOR U.S. SPORTS LEAGUES

NFL sponsorships have evolved from a seasonal, stadium-focused model tied to local markets into a 365-day, multi-dimensional platform.

Spending at the team level has hit record highs, with team sponsorship revenue growing 6% year-over-year to reach $2.49 billion for the 2024 season, according to a new report from SponsorUnited.

The league strategically expanded its offseason calendar to keep fans engaged year-round, incorporating events like the combine, free agency, the draft, and training camp. This approach hasn’t just kept fans interested—it’s also been a win for sponsors.

- Boardroom.com

DRC CONGO ASKS CLUBS TO END VISIT RWANDA SPONSORSHIP, BAYERN, PSG TO END RWANDA SPONSORSHIP

The Democratic Republic of Congo’s foreign minister Therese Kayikwamba Wagner has urged soccer clubs Arsenal, Bayern Munich and Paris St Germain to end their "blood-stained" sponsorship agreements with "Visit Rwanda" following the worsening humanitarian crisis in the country.

The DR Congo health ministry said on Saturday there were almost 800 bodies in hospital morgues around Goma following the offensive by Rwanda-backed M23 rebels to seize east Congo's largest city, home to lucrative gold, coltan and tin mines.

The latest escalation has worsened a long-standing humanitarian crisis that has driven hundreds of thousands to seek shelter in Goma after fleeing fighting between M23 and Congolese troops.

The fighting has led to human rights violations including summary executions, the bombing of displacement camps, reports of gang rape and other sexual violence, according to the United Nations.

Wagner wrote to the three clubs this week and questioned the morality of their sponsorship deals, citing a U.N. report that suggested there were 4,000 Rwandan troops active in DR Congo.

"Thousands are currently trapped in the city of Goma with restricted access to food, water, and security," Wagner said in her letters to the clubs, according to a media statement from her ministry on Sunday.

Democratic Republic of Congo's foreign minister Therese  Kayikwamba speaks during a National Security Council meeting. Reuters 

"Countless lives have been lost; rape, murder and theft prevail. Your sponsor is directly responsible for this misery. If not for your own consciences, then the clubs should do it (end their sponsorship agreement) for the victims of Rwandan aggression."

Rwanda says it is defending itself, accusing Congo's military of joining forces with ethnic Hutu-led militias bent on slaughtering Tutsis in Congo and threatening Rwanda, where Hutus targeted Tutsis in a 1994 genocide and some later fled to Congo.

Congo denies this and accuses Rwanda of using M23 to pillage valuable minerals from Congolese territory.

"Visit Rwanda" began their sponsorship of Arsenal in 2018, with the latest deal reported to be worth more than 10 million pounds ($12.39 million) per year.

Bayern Munich signed a five-year football development and tourism promotion partnership with Rwanda in 2023, while "Visit Rwanda" has been a sponsor of PSG since 2019.

Reuters has contacted the three clubs and "Visit Rwanda" for comment.

British foreign minister David Lammy told parliament on Tuesday Rwanda received over $1 billion in global aid every year, including around 32 million pounds of bilateral UK assistance, but "all of that is under threat when you attack your neighbours."

($1 = 0.8071 pounds)

- Reuters 

FORMULA 1 & LVMH MAKE HISTORY

 

TRAM AND CAM: SNOOP DOGG ANNOUNCES FOOTBALL BOWL GAME SPONSORSHIP

 

SNOOP DOGG SPONSORING ARIZONA BOWL WITH HIS GIN & JUICE BRAND

PUMA ENDS ISRAEL SPONSORSHIP