Sponsorship News

Betway makes North American league sponsorship debut with NHL deal

Online sports betting operator Betway has signed its debut North American sports league sponsorship agreement with the National Hockey League (NHL). The multi-year deal builds on the existing partnerships between the Malta-based operator and two prominent NHL teams - the...

Matchroom enlists Dafabet as World Pool Masters sponsor

Matchroom Sports has recruited online sports betting operator Dafabet as the title sponsor of the World Pool Masters, one of its flagship cue games tournaments. Dafabet - which includes Scottish top flight club Celtic FC, English 2020/21 EFL Championship winners...

Therabody adds Mo Farah to athlete ambassador roster

Wellness technology firm Therabody has recruited British Olympian Sir Mo Farah to its team of athlete ambassadors. As a Therabody ambassador, Farah joins a suite of pro-athletes, including professional golfer Collin Morikawa, footballer Trent Alexander-Arnold and professional basketball player Paul George. The...

Nielsen Sports: UEFA Women’s Champions League ‘bridging the gap’

Earmarked as an ‘extraordinary moment of history’ by the European Club Association, the reforms to the UEFA Women’s Champions League sees the tournament take a ‘giant step forward’. Nielsen Sports Women's Sport Global Lead & Head of Brands, Lynsey Douglas, told Insider...

IOC not driven by public opinion despite ‘conflicted’ sponsor

The International Olympic Committee (IOC) has reiterated that the upcoming Tokyo 2020 Olympic Games will not be derailed by public opposition, despite facing growing criticism and calls to postpone the summer event again from athletes and fans alike. Speaking at...

RLWC2021 inks ‘historic’ National Lottery collaboration

The organisers of the Rugby League World Cup 2021 (RLWC2021) have announced a ‘historic partnership’ with the National Lottery, as part of an initiative aimed at delivering widespread positive social impact. As a result of the partnership, the National Lottery...