Is the Premier League ready for the Puma era?
A late Szoboszlai free-kick at Anfield sharpened attention on the Premier League’s first Puma match ball after a quarter-century with Nike. Here’s how the...
Mastercard’s naming deal puts McLaren on the front line of F1’s...
McLaren’s first naming partner since Vodafone will rebrand the team from 2026 and launch a fan-experience programme, underscoring how Big Tech and payments brands...
Partnership Playbook: Giorgio Armani, e.l.f, Moët Hennessy 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 and...
Scotland missed the Euros. Its fans didn’t.
New data from the Women’s Sport Trust shows national-team events driving women’s sport visibility in Scotland and Wales.National-team tournaments still trump everything else for...
Dream11 shutdown puts India’s jersey sponsor in doubt
India’s men’s and women’s cricket teams could take the field without a front-of-shirt sponsor as Dream11 winds down real-money gaming in response to sweeping...
Manchester United owner sues Spurs over Audi deal talks
Manchester United’s Sir Jim Ratcliffe has received a lawsuit regarding his company’s sponsorship of Tottenham Hotspur.The legal battle between Tottenham Hotspur and INEOS Automotive...
Partnership Playbook: Barbie, HUGO BOSS, Vuori, Betano and more
Welcome to Insider Sport’s latest edition of the Partnership Playbook, where we spotlight the biggest sponsorship and commercial stories shaping global sport.This week, Flamengo...
Long-time football marketing agency backs Baller League
Cross-over sports are gaining momentum as Baller League secures backing from TEAM, the agency behind the Champions League’s global growth.TEAM has partnered with Baller...
The women’s rugby fanbase has doubled in two years. What now?
Nearly half of today’s women’s rugby fans discovered the sport in the past two years, a shift that is reshaping who watches, how they...
Will LA28’s venue naming rights tip the Olympics into over-commercialisation?
LA28 has broken Olympic precedent by introducing venue naming rights. The move marks a new commercial model for the Games, reviving debate over whether...