MLB and Bally’s ink new multi-year partnership agreement
Major League Baseball (MLB) has chosen casino operator Bally’s Corporation as its official sports betting partner in a multi-year tie-up.Through the agreement, Bally’s will...
Manchester United confirms TeamViewer as main shirt sponsor as hunt ends
Manchester United’s extensive search for a new principal shirt partner has finally come to a conclusion after the Premier League giant announced a five-year...
UEFA in talks over new venture for shared control of Champions...
UEFA is holding ‘advanced talks’ with the European Club Association (ECA) to discuss the formation of a joint venture to manage all media and...
IOC and UEFA launch joint sustainable branding study
The International Olympic Committee (IOC) and UEFA have joined forces to commission a technical study to identify sustainable branding and signage solutions for both...
Leeds Rhinos set record Super League sponsorship duration
Betfred Super League team Leeds Rhinos set a record for the tournament's longest running sponsorship arrangement, having extended the partnership with the Leeds Building...
Montreal Canadiens add Crypto.com to sponsorship portfolio
The Montreal Canadiens of the National Hockey League (NHL) has added cryptocurrency exchange Crypto.com to its sponsorship portfolio.Under the terms of the one-year agreement,...
LeBron James makes PepsiCo endorsement switch
National Basketball Association (NBA) icon LeBron James has made the switch from Coca-Cola to PepsiCo, to become the face of its new energy drink...
Belgian clubs vote in favour of cross-border Eredivisie merger
Belgium’s Pro League football clubs have voted unanimously in favour of a merger with the Dutch Eredivisie.The merger would see the Belgian and Netherlands...
MLB forges multi-year agreement with Citrix Systems
Major League Baseball (MLB) has expanded its sponsorship portfolio via an agreement with Citrix Systems, naming the firm as its official workspace and app...
UFC strikes multi-million dollar Love Hemp sponsorship
The Ultimate Fighting Championship (UFC) has landed a multi-million dollar deal with cannabidiol (CBD) product supplier Love Hemp.The five-year agreement, which begins at the...