W88 courts Sunderland’s return to Premier League amid incoming ban
Sunderland AFC are preparing for life back in the Premier League by announcing W88 will be the club’s front-of-shirt sponsor for the 2025/26 season.Announced...
World Supercross joins betting boom — what it means for extreme...
As Supercross signs its first data deal with a betting partner, questions remain over how extreme sports are entering the gambling arena—without the regulatory...
Women’s sport needs more than broadcast to grow
Digital growth outpaces TV figures, but deeper investment is neededLinear broadcast audiences for women’s sport in the UK declined in early 2025, with three-minute...
Valkyries becomes WNBA’s most valuable franchise
The Golden State Valkyries are the WNBA's most valuable franchise ever, despite only being in their debut season.According to market research by Sportico,...
Partnership Playbook: Subway, Adidas, bet365, Apollo Tyres
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and...
Paris 2024: Olympic spending shows state bore the brunt of costs
France spent more on securing the Paris 2024 Olympics than any other single item, with nearly half of all organisational costs allocated to keeping...
Adidas secures Juventus as long-term partner
Adidas secures decade-long sponsorship worth €408mJuventus has signed a new 10-year sponsorship agreement with Adidas, making it one of the longest running football manufacturer...
Euroleague locks in clubs ahead of NBA’s Europe move
Euroleague Basketball has confirmed major structural updates for the 2025–26 season, including a 20-team format, new wildcards and financial reforms.The Euroleague has confirmed a...
British & Irish Lions join TikTok to hook the next rugby...
This Lions Tour starts with scrolls, not scrums, while players names are finally stitched into historyAs the British & Irish Lions prepare for their...
Partnership Playbook: Airbnb, Brooks, Midnite, Gatorade and more
This week’s sponsorship highlights include Airbnb teaming up with FIFA across three major tournaments, the WNBA and 2K extending their gaming partnership, and West...