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...
Luke Littler commercial profile grows with BoohooMAN partnership
18-year-old darts phenomenon Luke Littler is continuing to build his sponsorship portfolio, this time signing an agreement to become a partner with BoohooMAN. The UK...
Carlsberg returns to national football as EURO 2028 sponsor
After scaling back its marketing exposure in international football, Carlsberg is returning to national football to become a primary sponsor of UEFA EURO 2028. Carlsberg...
Gambling proposals rejected in Lords Football Governance Bill vote
The Football Governance Bill, which seeks to independently regulate football in the UK, has gained approval by the House of Lords.The government-backed legislation must...
UFC inks NetBet and JD deals ahead of UFC Fight Night...
The UFC is gearing up for its return to London with two new sponsorship and marketing agreements. The premiere mixed martial arts organisation announced that...
INEOS agrees on million-pound deal to exit Spurs sponsorship early
Manchester United’s Co-Owners INEOS have reportedly agreed a deal with Tottenham Hotspur to exit its sponsorship agreement early.According to Inside Sport, Sir Jim Ratcliffe’s...
UEFA and Relevent team up for ‘next-level’ commercial strategy
UEFA has granted Relevent a global mandate to market, sell and manage the commercial rights for all its men's club competitions.Starting from the 2027/28...