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...
Manchester City continue Asian expansion with Wake-Up 24/7 partnership
The Premier League’s Manchester City has confirmed Wake-Up 24/7 as its new official energy drinks partner in Vietnam, bolstering its growth across Southeast Asia. The...
Football Media launches AI agent to enhance sponsorships
Football Media, a leading sponsorship and digital advertising agency, has launched the world’s first football-dedicated AI agent, DEANE AI.AI has rapidly become one of...
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...
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,...
Why Premier League clubs need to prepare for league’s gambling ban
The Premier League is set to introduce a ban on front-of-shirt gambling sponsorships at the start of the 2026/27 season. This means that clubs will...
Seattle Mariners honour Nintendo ties with MLB-first sleeve deal
Major League Baseball’s (MLB) Seattle Mariners has expanded on its long-term partnership with Nintendo in a first-of-its-kind sponsorship for the franchise and the league.As...