Under Armour powers France market push with PSG’s Hakimi
Under Armour is aiming to strengthen its foothold in France by selecting Paris Saint-Germain’s (PSG) Achraf Hakimi as its latest brand ambassador.As part of...
UFC set to transform fan engagement with Meta’s AI technology
The UFC has announced a landmark partnership deal with Big Tech firm Meta to become the mixed martial arts promotion's first-ever fan technology partner.UFC...
AS Monaco calls betting firm’s support ‘invaluable’ as deal renewed
AS Monaco has announced that betting brand VBet will remain as its official sports betting partner for an additional four years.With the extended partnership...
Tom Brady’s Birmingham City partner caught in licensing scandal
God55, which was recently announced as an official partner of English Football League club Birmingham City FC, has falsely claimed to have a Malta...
Premier League set to discuss Coca-Cola deal at shareholder meeting
The Premier League is reportedly close to welcoming back Coca-Cola as its official soft drinks partner, with a potential deal set to be agreed...
Manchester City targets global fans to sell hospitality tickets
Manchester City has partnered with ticket marketplace viagogo in a bid to provide fans from outside of the UK more opportunities to watch its...
Flávio Sampaio hopes for Porsche Cup win in crypto-powered car
The Porsche Cup Brasil 2025 has made history by welcoming its first cryptocurrency sponsor, with Bitget teaming up with driver Flávio Sampaio.Sampaio will compete...
UFC adds another betting group to list of commercial partners
The Ultimate Fighting Championship (UFC) has strengthened its commercial portfolio by naming igaming brand Parimatch as its official sportsbook and betting partner in Asia.As...
PFL signs Middle East partner as promotion chases regional growth
The Professional Fighters League (PFL) has partnered with STARZPLAY to boost engagement in the Middle East and North Africa (MENA).Kicking the deal off with...
Cardinals’ ‘bet365 Bridge’ opens path to Missouri betting
Major League Baseball’s (MLB) St. Louis Cardinals has renamed its second-level stand as the bet365 Bridge as part of a marketing partnership.Under the agreement,...