Pirelli becomes main tyre sponsor of Formula 1 World Championship
The World Motor Sport Council has given the green light for Pirelli to become the exclusive tyre supplier of the FIA Formula 1 World...
Soccerment partners with Inter Milan’s Dimarco to ‘transform’ football through AI
Football artificial intelligence (AI) firm Soccerment has announced a three-year partnership with Inter Milan and player Federico Dimarco to help “transform the future of...
2023 Rugby World Cup embraces wearable payments
Wearable payment tech firm DIGISEQ is providing prepaid fobs for those attending the 2023 Rugby World Cup to enable contactless payments across selected hospitality...
NFL Players Association signs Infinite Athlete to strengthen commercial appeal
The NFL Players Association (NFLPA), through its commercial branch NFL Players Inc., has invested in tech company Infinite Athlete to benefit professional football. According to...
AFA announces American Express as official card for national teams
The Argentine Football Association (AFA) has named American Express as the official card for the men’s senior, women’s senior and youth national teams. The partnership...
IMG becomes global sponsorship agency of African football
Sports firm IMG has become the global sponsorship agency of The Confédération Africaine de Football (CAF) until 2025. The agreement will see IMG secure various...
Former jockey and ITV Racing pundit joins forces with BetMGM
BetMGM, the newly launched iGaming and online betting brand in the UK, has announced a partnership with former jockey and ITV and Racing TV...
Cinch termination leaves SPFL seeking new principal partner
The Scottish Professional Football League (SPFL) is seeking a new principal partner after Cinch activated its option to end the deal early after two...
AS Roma links with Riyadh Season in new sponsorship
Riyadh Season has continued its focus on sports, announcing a new collaboration with AS Roma, which will see one of the world’s largest annual...
UFC combines with 4D Sight for ‘hyper-targeting’ live events ads
UFC has revealed a new deal with virtual branding firm 4D Sight that will place the logos of various MMA sponsors digitally across the...