PSG and GOAT develop ‘creative experiences’ in sleeve sponsorship
Paris Saint-Germain (PSG) has formed a partnership with GOAT as the online sneakers, apparel and accessories platform becomes the new official sleeve sponsor of...
Australian cricket enters NFT era with Rario
Cricket Australia (CA) and the Australian Cricketers Association (ACA) have formed a multi-year licensing deal with Singapore-based collectibles platform Rario and Non-Fungible Token (NFT)...
Cazoo enters Bundesliga with SC Freiburg sponsorship
SC Freiburg has formed a partnership with Cazoo which becomes the team’s main partner and shirt sponsor from the beginning of the 2022/23 season.In...
FIFA Women and Xero to aid small businesses via new partnership
Small business management platform, Xero, has been named as a FIFA Women’s football partner under FIFA’s new commercial partnership structure that will come into...
Asahi Lifestyle Beverages offers ‘unique benefits’ to NRL fans
The National Rugby League (NRL) has formed a partnership with Asahi Lifestyle Beverages (ALB), which sees the company’s Solo brand become the official non-alcoholic...
LA Rams introduce industry-first virtual venue with 6Connex
The Los Angeles Rams have launched a year-round virtual venue, built by 6Connex, which becomes the first of its kind in the sports industry.The...
Sky Sports maintains exclusive rights to The Masters
Augusta National has agreed an extension of its broadcast agreement with Sky Sports which is to remain the exclusive home of The Masters.The multi-year...
CD Malacateco becomes latest football club in Betcris sponsor portfolio
Toros del Malacateco (CD Malacateco) has partnered with international betting firm Betcris, with the company becoming the official sponsor of the Guatemalan top-flight football...
Wasabi Technologies links with Boston Red Sox via FSG deal
Cloud storage company Wasabi Technologies has signed a partnership deal with Fenway Sports Group, the holding company of Premier League club Liverpool FC and...
Topps partners UEFA and Mourinho for EURO 2024 collectibles
UEFA has finalised a deal with The Topps Company which will become an official licensed partner of UEFA EURO 2024, UEFA EURO 2028 and...