PFL makes African play with Sporty Group partnership
The PFL is accelerating its African expansion through a wide-ranging deal with Sporty Group.The Professional Fighters League (PFL) has revealed a multi-year partnership with...
Sideline Moves: Patrice Evra steps into new ambassador role
Welcome to Sideline Moves, Insider Sport’s new weekly roundup spotlighting the key moves shaping the business of sport.Every Friday, we bring you the latest...
Friedkin Group launches Pursuit Sports to consolidate club ownership
The group’s next acquisition may not be a football club at all, with senior leadership signalling interest in expanding into North American sport and...
Partnership Playbook: Puma, Coca-Cola, Monzo and more
Welcome to Insider Sport‘s latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and sponsorships.This week’s...
IPL brand value hits $3.9bn as franchises eye global sports investor...
RCB tops franchise rankings after their maiden title win as the IPL strengthens its appeal to private capital and reinforces its position as one...
ToonieBet named betting and casino partner of the Canadian Football League
Soft2Bet’s Canadian-facing brand ToonieBet secures Grey Cup rights and digital integrations across the leagueThe Canadian Football League (CFL) has announced a new partnership with...
What women’s sport is teaching us about smarter sponsorship
New data from the Women’s Sport Trust highlights a shift in sponsorship effectiveness, with challenger brands delivering stronger results through relevance, authenticity and emotional...
This week: bet365, Karbon X, York Space systems, Xapo Bank, and...
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and...
IMG enters the arena with Esports World Cup deal
IMG joins the star-studded roster of the Esports World Cup as its latest partnerThe Esports World Cup has partnered with global sports marketing giant...
Decathlon to take full ownership of AG2R La Mondiale cycling team
French sporting goods giant to assume sole control ahead of 2026 seasonDecathlon is set to become the sole owner of the professional cycling team...