Adidas and Benfica take kit alliance beyond three-decade mark
German sporting goods manufacturer Adidas has extended its kit agreement with Portuguese giant Benfica for a further six years, taking the pact until the...
Sponsorship shakeup as gambling industry sees deals halve
Recent figures from Caytoo have shown significant changes in sponsorship industry trends, as the betting and gambling sector loses its top-spot held two years...
Detroit City FC names GNOG as online gaming partner
National Independent Soccer Association club Detroit City FC has inked a partnership with Golden Nugget Online Gaming (GNOG).As a result of the tie-up, Detroit...
WNBA’s Phoenix Mercury inks ‘largest team sponsorship’ with Bally’s
Bally’s Corporation has partnered with Women’s National Basketball Association (WNBA) franchise, Phoenix Mercury Basketball, marking the company’s first gaming access deal with a professional...
UFC names Battle Motors as first-ever Light Heavyweight presenting partner
The Ultimate Fighting Championship (UFC) has designated truck company Battle Motors as the first-ever presenting partner of the Light Heavyweight Division, becoming the official...
Formula One ‘democratises’ cryptocurrency with Crypto.com
Formula One has penned a deal with cryptocurrency platform, Crypto.com, to become the global partner and inaugural partner of the new Sprint series for...
FC Schalke 04 enlists Betway as new premium partner
Bundesliga club FC Schalke 04 has inked a sponsorship agreement with online betting operator Betway.Under the terms of the deal, the operator will have...
Sporting links with Betano ahead of 2021/22 season
Sporting Clube de Portugal has named Kaizen Gaming sportsbook brand Betano as the Primeira Liga team’s new premium sponsor ahead of the 2021/22 season.European...
ECB finds KP ‘loophole’ in new government sponsorship regulations
The England and Wales Cricket Board’s (ECB) multi-million pound sponsorship agreement with KP Snacks will be allowed to stand after the sporting body found...
MLB expands multimedia capabilities with Audacy
Major League Baseball (MLB) has formed a partnership with Audacy, designating the multiplatform audio company the league’s official digital audio and podcast partner.As part...