Insider Sport

International mixed martial arts (MMA) promotion the Ultimate Fighting Championship (UFC) has announced a partnership with cryptocurrency casino and sportsbook Stake.com. The agreement is focused on the Latin American and Asian markets, and will see Stake.com become the organisation’s first...

Euroleague Basketball has inked a partnership with US sports consultancy Elevate Sports Ventures to develop a new marketing strategy for the organisation’s Final Four showcase competition. Through the arrangement, the firm - which was formed as a joint venture between...

The National Basketball Association (NBA) has confirmed the formation of a multi-year strategic partnership with land-based gaming operator Bally’s Corporation. Bally’s will gain access to official league data as a result of the arrangement, in addition to the rights to...

Weetabix has strengthened its support of football in the UK to cover the remaining home nations and the Republic of Ireland, ahead of this year’s rescheduled European Championships. In November, the food company forged an agreement with the English FA...

Now more than ever, sports brands have had to get ‘creative’ amid the pandemic, and many have turned to influencer marketers and brand ambassadors to boost their brand.  Russell Yershon, Director of Connecting Brands, told Insider Sport why the strategy...

Aston Martin Cognizant Formula One has become the latest sports team and the first Formula One team to partner with a cryptocurrency firm. The multi-year agreement with cryptocurrency platform Crypto.com will see the partners cooperate on exclusive fan engagement activations...