First female-led team joins SailGP with Red Bull Italy
The Red Bull Italy SailGP Team has become the first team in the global racing league to be led by a female ownership group. Announced...
Tony Bloom’s £9.86m investment in Hearts approved by supporters
Brighton & Hove Albion chairman Tony Bloom is set to acquire a 29% stake in Heart of Midlothian after receiving overwhelming backing from the...
Borussia Dortmund signs Vodafone to power next five years
Borussia Dortmund (BVB) has named Vodafone its new main sponsor for the next five years following a social media post featuring next season’s kit...
Germany’s betting blueprint beats Premier League’s mess
Tipico has expanded its partnership with the Deutscher Fußball-Bund (DFB) to include the 3. Liga, making it a sponsor across all tiers of professional...
The TikTok effect: How sport business is being rewritten one clip...
For decades, sports marketing and media rights revolved around broadcasting deals and official channels. Fans tuned in, sponsors paid for prime placements, and rights...
Premier League adds Coca-Cola as latest partner for next season
The Premier League named Coca-Cola as its new official soft drink partner yesterday (May 21) in a deal set to commence at the start...
How women’s sport is building its own audience with TikTok
In April 2023, more than 83,000 fans filled Wembley Stadium to watch England take on Brazil in the inaugural Women’s Finalissima. The match ended...
PDC explains why darts won’t follow boxing’s Middle East model
Boxing’s commercial success in the Middle East has been significant, prompting other sports to consider following a similar path. Darts is often mentioned in...
SailGP bets on docuseries to grow audience
SailGP has unveiled its first docuseries, Uncharted, offering a rare inside look at Jimmy Spithill’s transition from sailor to team CEO as the league...
Arsenal is taking lessons from Amazon not Manchester United
As Arsenal teams up with NTT DATA for a digital transformation partnership, Chief Commercial Officer Juliet Slot reveals why the club is rethinking what...