Insider Sport - News from the business of sport

What is USDC? The stablecoin on Chelsea’s shirt

Sponsorship August 28, 2026

Chelsea bags a new front-of-shirt partner, but the deal is light on details around fan activations. Chelsea has ended its search for a front-of-shirt sponsor,...

Brentford extends Hollywoodbets deal despite front-of-shirt ban

Sponsorship August 17, 2026

Brentford F.C. are the latest Premier League club that is not deterred by the front-of-shirt sponsorship ban after extending its long-standing partnership with Hollywoodbets. Brentford...

Red Manchester United flag with club crest blows in the wind near Old Trafford stadium.

Disney+ finds backdoor into Manchester United’s fanbase

Sponsorship August 13, 2026

Disney+ has found a way to capture Manchester United’s global audience for the 2026/27 season without signing a deal with the Premier League club.Disney+...

UFC legend Charles Oliveira to take the Super Stage at SBC Summit 2026

Sponsorship August 10, 2026

Former UFC lightweight champion Charles Oliveira, holder of UFC’s all-time records for most finishes, submission wins and post-fight bonuses, will appear at SBC Summit 2026 across two...

Manchester United signs record £20m Betway kit deal

Sponsorship August 4, 2026

Manchester United has joined the Premier League trend of securing training kit sponsorships with gambling companies. Manchester United has signed a multi-year agreement with Super...

Sports sponsorship ‘not what it used to be’, SBC Tbilisi panel says

Sponsorship August 4, 2026

Munegu Sport, betlive.com and Sports Business Academy executives told SBC Summit Tbilisi that sponsorship activation and long-term commitment now decide ROIBrands still evaluate football...

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