Saudi Arabia signs PepsiCo-owned brand Lay’s to boost women’s football
The Saudi Arabian Football Federation (SAFF) has strengthened its partnership portfolio by signing Lay’s potato crisps as an official sponsor. Under the three-year deal, the...
IRFU and Bank of Ireland partnership deepens until 2028
The Irish Rugby Football Union (IRFU) and the Bank of Ireland’s relationship has strengthened as the latter becomes Irish rugby’s official partner until the...
Fulham FC extends Fitzdares partnership
Fulham FC has agreed to an extension of its partnership with bookmaker Fitzdares until at least the end of 2024.The Premier League side first...
Cleveland Cavaliers names Coca-Cola as official partner
The Cleveland Cavaliers has partnered with ABARTA Coca-Cola Beverages and Rock Entertainment Group for the global drink brand to become the NBA franchise’s official...
Pirelli becomes main tyre sponsor of Formula 1 World Championship
The World Motor Sport Council has given the green light for Pirelli to become the exclusive tyre supplier of the FIA Formula 1 World...
Misfits Boxing: tapping into the fan engagement of KSI and Logan...
This Saturday marks the most significant event in the history of influencer boxing, as Manchester plays host to KSI, Logan Paul, Dillon Danis and...
Charlotte Hornets and MeetKai invite fans to the first virtual NBA...
The Charlotte Hornets are teaming up with conversational AI firm MeetKai to launch the first NBA virtual fan shop.According to MeetKai, the new digital...
Soccerment partners with Inter Milan’s Dimarco to ‘transform’ football through AI
Football artificial intelligence (AI) firm Soccerment has announced a three-year partnership with Inter Milan and player Federico Dimarco to help “transform the future of...
CMS: Crypto tokens should be eradicated from football
A report by the Culture Media Sport Committee has taken aim at sports clubs utilising digital tokens to boost fan engagement, warning over the...
2023 Rugby World Cup embraces wearable payments
Wearable payment tech firm DIGISEQ is providing prepaid fobs for those attending the 2023 Rugby World Cup to enable contactless payments across selected hospitality...