Ronaldo continues to set financial records
Cristiano Ronaldo’s record earnings sees him sit above some of the globe’s most recognised athletes following a lucrative contract renewal. For a third consecutive year,...
Experts question FIFA’s 500 million World Cup tickets claim
FIFA’s claim of half a billion World Cup ticket requests has led to industry scrutiny, with experts questioning whether the figures reflect genuine fan...
Samsung VP says Olympic sponsorship must reflect how fans follow athletes,...
As brands rethink how value is generated around mega-events, Samsung’s expanded athlete programme ahead of Milano Cortina 2026 points to a broader move away...
Partnership Playbook: Mercedes, LTN, Tommy Hilfiger, and more
Welcome to Insider Sport 's latest edition of the Partnership Playbook, where we bring you the details on some of the latest sports partnerships...
Brazil’s sponsorship evolution: Why regulation is raising the bar, not lowering...
As betting restrictions tighten across Latin America, Sofascore's Ricardo Peixoto argues the shift is filtering out noise and forcing brands to add real valueBrazilian...
Could Qatar stage the inaugural Women’s Club World Cup?
Qatar is being considered as a host for the first Women’s Club World Cup, raising questions over logistics, integrity and women’s football development.Qatar is...
Why FIFA is betting on TikTok for its biggest World Cup...
The agreement gives TikTok a central role in the digital distribution of World Cup content at a time when the platform’s long-term access to...
Why Bare Knuckle Boxing is the fastest-growing combat sport
The UFC was underestimated for years before exploding into the mainstream, and bare knuckle boxing (BKB) is now following that same underdog trajectory, with...
Partnership playbook: Kalshi, Pegasus Airlines, BEYOND Developments and Hitachi
Welcome to Insider Sport 's latest edition of the Partnership Playbook, where we bring you the details on some of the latest sports partnerships...
Why Paddy Power’s darts sponsorship exemplifies sports and fan activations
Since becoming the headline sponsor of the PDC World Darts Championship, Paddy Power has leveraged the star power of Luke Littler, as well as...