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...
Women’s Rugby World Cup taps familiar O2 to boost excitement
The 2025 Women’s Rugby World Cup strengthens its relationship with O2, as excitement builds for what is expected to be a record-breaking tournament on...
ICC challenges developers to reinvent cricket on mobile
As cricket’s digital presence continues to grow, the ICC is opening the door to developers who can help the sport engage its next generation...
Europe shrugs as South America embraces FIFA Club World Cup
FIFA’s Club World Cup may not be garnering as much attention in Europe as the governing body may have hoped, but it’s certainly acting...
The irreplaceable value driving West Ham and Lyca’s partnership
As sponsors face growing pressure to prove their purpose, football partnerships can no longer lean on logo placement or visibility. In today’s landscape, long-term...
Amazon’s sports strategy is starting to look serious
It started with Thursday Night Football. Now, it’s a full-on global blitz.Jay Marine, Vice President and Global Head of Prime Video Sports, spoke recently...
Sami Hyypiä shares Liverpool leadership lessons at Money20/20
If you happen to support Liverpool Football Club or were old enough to remember the 2005 UEFA Champions League final, you may be aware...
Sleeve branding set to soar in Premier League deals
The relationship between the Premier League and betting sponsors has drawn mounting criticism in recent years, particularly over the rise of Asia-facing brands with...
Real Madrid taps Corpay to improve off-pitch operations
Real Madrid has signed a three-year sponsorship agreement with Corpay, bringing the payments firm into the club’s commercial portfolio through its cross-border division.Announced on...
How Web3 met the pitlane
From tobacco and telecoms to tokens and DAOs, Formula 1’s sponsorship landscape is evolving. The partnership between ApeCoin and Alpine reflects a wider move...