ToonieBet named betting and casino partner of the Canadian Football League
Soft2Bet’s Canadian-facing brand ToonieBet secures Grey Cup rights and digital integrations across the leagueThe Canadian Football League (CFL) has announced a new partnership with...
Premier League adopts Adobe’s AI tools for digital transformation
The Premier League is seeking to provide customisable experiences through Adobe's AI solutions to support Fantasy players and social media users across the league's...
What women’s sport is teaching us about smarter sponsorship
New data from the Women’s Sport Trust highlights a shift in sponsorship effectiveness, with challenger brands delivering stronger results through relevance, authenticity and emotional...
This week: bet365, Karbon X, York Space systems, Xapo Bank, and...
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...
IMG enters the arena with Esports World Cup deal
IMG joins the star-studded roster of the Esports World Cup as its latest partnerThe Esports World Cup has partnered with global sports marketing giant...
Decathlon to take full ownership of AG2R La Mondiale cycling team
French sporting goods giant to assume sole control ahead of 2026 seasonDecathlon is set to become the sole owner of the professional cycling team...
Can AI help fans reclaim control of live sport?
A new IBC-backed collaboration is using virtual assistants to customise live sports streams in real time, driven by viewer preferences and habits.A coalition of...
The last free ride: Tour de France enters paywall era in...
As the Tour de France airs on UK free-to-air television for the final time, a generation of fans prepares to say goodbye to an...
How fans became the lifeblood of SK Brann’s ethos
SK Brann have become the one of the most successful women’s football teams in Norway in recent years, but the success has not alienated...
Small market, big numbers: NBA Ads break the mould
Despite an unflashy Finals lineup, advertisers saw strong returns from the NBA Playoffs, as new data signals a shift in how sports viewership drives...