Insider Sport - News from the business of sport

Image of a Canadian Football League Game between Winnipeg Blue Bombers at Toronto Argonauts game

ToonieBet named betting and casino partner of the Canadian Football League

Sponsorship July 11, 2025

Soft2Bet’s Canadian-facing brand ToonieBet secures Grey Cup rights and digital integrations across the leagueThe Canadian Football League (CFL) has announced a new partnership with...

Women's Sport. England's Lionesses ahead of their game against the Netherlands

What women’s sport is teaching us about smarter sponsorship

Sponsorship July 10, 2025

New data from the Women’s Sport Trust highlights a shift in sponsorship effectiveness, with challenger brands delivering stronger results through relevance, authenticity and emotional...

This week: bet365, Karbon X, York Space systems, Xapo Bank, and more

Sponsorship July 9, 2025

Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and...

IMG enters the arena with Esports World Cup deal

Esports July 9, 2025

IMG joins the star-studded roster of the Esports World Cup as its latest partnerThe Esports World Cup has partnered with global sports marketing giant...

Image of a AG2R Mondial rider during the tour de France following Decathlon's ownership announcement

Decathlon to take full ownership of AG2R La Mondiale cycling team

Cycling July 9, 2025

French sporting goods giant to assume sole control ahead of 2026 seasonDecathlon is set to become the sole owner of the professional cycling team...

Small market, big numbers: NBA Ads break the mould

Sponsorship July 3, 2025

Despite an unflashy Finals lineup, advertisers saw strong returns from the NBA Playoffs, as new data signals a shift in how sports viewership drives...

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