MLS and Audi celebrate decade-long partnership with further initiatives
Before the start of the 30th MLS season this weekend, the league and Audi have announced they will continue to grow soccer in the...
Liverpool return to Adidas with new a multi-year deal
Adidas will become the new kit manufacturer for Liverpool FC next season as part of a new multi-year agreement. The Athletic’s James Pearce revealed that...
Nottingham Forest enlists payments partner at critical Premier League juncture
At the most critical moment in the club’s history for over two decades, Nottingham Forest FC has decided to overhaul its e-commerce with a...
Inter Miami fuelled for MLS season with Red Bull partnership
With the MLS season set to kick-off next week, Inter Miami have announced a new partnership with Red Bull, becoming the club’s official energy...
SBC Summit 2025: bigger, smarter and with more surprises
SBC Summit will make a powerful return to Lisbon this September, bringing together 30,000 industry professionals for its biggest edition yet.The 2025 edition will...
Newcastle United flipped loss into profit in 2023/24 financial year
The significance of Champions League football to a club’s commercial performance has been hammered home yet again, this time in Newcastle United's financial results.Newcastle...
United Sports Collective formed to wave sponsorship flag for five US...
The governing bodies of US cycling, sailing, rowing, fencing and squash have combined sports sponsorship efforts under one entity, United Sports Collective (USC).This marks...
UFC’s Tom Aspinall to feature in casino marketing campaign with SPRIBE
UFC interim heavyweight champion Tom Aspinall has become an ambassador for SPRIBE, a software developer specialising in casino gaming.Aspinall joins fellow UFC athletes and...
Formula One 2024 revenue up but profit takes a hit
Formula One continues to find winning ways according to the motorsports series’ latest financial results, with revenue continuing to climb year-over-year.The racing championship, which...
Tom Brady-backed Birmingham City attracts Coral sponsorship
Birmingham City’s partnership portfolio continues to strengthen as the club’s new ownership era involving NFL star Tom Brady progresses, with betting brand Coral becoming...