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Image of La Vuelta Stage 11 finish line
BREAKING
Cycling
Time to read: 5 min
Protest risk meets the finish line at La Vuelta
September 4, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 10 min
Partnership Playbook: Audi, Breitling, EA SPORTS and Google
September 3, 2025
Women's football
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Fan Engagement
Time to read: 7 min
Women’s football moves beyond purpose to performance
September 3, 2025
Tip off at a WNBA match.
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Comment
Time to read: 6 min
What the WNBA tells us about the future of fan engagement
September 1, 2025
Image of all the footballs used during Premier League Seasons
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Football
Time to read: 6 min
Is the Premier League ready for the Puma era?
September 1, 2025
Image of a McLaren F1 car following the announcement of their Mastercard partnership
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Diving
Time to read: 3 min
Mastercard’s naming deal puts McLaren on the front line of F1’s tech-finance arms race
August 28, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: Giorgio Armani, e.l.f, Moët Hennessy and more
August 27, 2025
Cover image of Women's Sport Trust report on Scotland and Wales
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Data
Time to read: 4 min
Scotland missed the Euros. Its fans didn’t. 
August 26, 2025
india cricket batsman, following the Dream11 announcement
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Cricket
Time to read: 4 min
Dream11 shutdown puts India’s jersey sponsor in doubt
August 22, 2025
BANGKOK, THAILAND - OCTOBER 23: The Logo of Tottenham Hotspur and Manchester United on Football Jerseys on October 23 ,2017 in Bangkok Thailand.
BREAKING
Football
Time to read: 4 min
Manchester United owner sues Spurs over Audi deal talks 
August 21, 2025
Partnership playbook logo
BREAKING
Features & Analysis
Time to read: 1 min
Partnership Playbook: Barbie, HUGO BOSS, Vuori, Betano and more
August 20, 2025
German Bundesliga renews flagship sportsbook partnership
BREAKING
Football
Time to read: 3 min
Long-time football marketing agency backs Baller League
August 20, 2025
Image of women's rugby
BREAKING
Fan Engagement
Time to read: 7 min
The women’s rugby fanbase has doubled in two years. What now?
August 19, 2025
A photo illustration of the LA28 Summer Olympic Games logo on a flag.
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Broadcasting
Time to read: 5 min
Will LA28’s venue naming rights tip the Olympics into over-commercialisation?
August 18, 2025
Professional microphone and headphones at the radio station, entertainment and communication concept.
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Fan Engagement
Time to read: 7 min
Your football podcast has an FPL league – Here’s why
August 18, 2025
Manchester. England. 02.12.2008. Manchester United Football Stadium in Old Trafford in Manchester in the UK.
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Africa
Time to read: 4 min
What Manchester United gains from its Parimatch deal
August 15, 2025
11 April 2015 - Istanbul, Turkey: Apple Store logo. It is being suggested the company might partner with Manchester United.
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Football
Time to read: 3 min
Apple rumour grows as Manchester United nears partner hat‑trick
August 14, 2025
premier league gambling ban
BREAKING
Features
Time to read: 9 min
One year left: Industry speaks on Premier League gambling shirt ban
August 14, 2025
Teams walking out before WNL match.
BREAKING
Football
Time to read: 5 min
WNL targets 45% fan awareness after Euro triumph
August 13, 2025
Image of SBC CEO Rasmus Sojmark ahead of the Legends Charity Game
BREAKING
Features & Analysis
Time to read: 18 min
Q&A: SBC's Rasmus Sojmark on why the Legends Charity Game is more than football
August 8, 2025
Image of three football team players with betting sponsorships on the front of their shirts.
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Advertisement
Time to read: 5 min
No more front and centre for football’s betting sponsorships 
August 8, 2025
An zoomed image of athletes hands on the start line of a track with the words sideline moves over the top
BREAKING
Features & Analysis
Time to read: 7 min
Sideline Moves: Novak Djokovic joins roster of celebs investing in football
August 8, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: AWS, AAB, Ford, Polestar and more
August 6, 2025
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Featured Articles
Paramount-Warner Bros acquisition complete
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Features
Time to read: min
New Paramount-Warner Bros deal creates $55bn sports conglomerate 
October 7, 2026
Michael Jordan at SBC Summit 2026
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Basketball
Time to read: min
SBC Summit: Michael Jordan on sport branding, NASCAR, and more
September 29, 2026
Manchester City found guilty of almost all 155 charges
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Features
Time to read: min
Manchester City found guilty of almost 115 Premier League financial breaches
September 25, 2026
Football clubs in Brazil against betting ban
BREAKING
Features
Time to read: min
Nine Brazilian clubs warn betting ban would push teams into insolvency
September 18, 2026