Formula 1 extends Allwyn partnership with fan engagement focus
New deal brings formation lap branding, Predict platform integration and expanded community funding initiatives across race marketsFormula 1 (F1) has extended its official partnership...
Partnership playbook: Sprite, adidas, FedEx, and more
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latest sports partnerships and...
Premier League shirt ban forces betting sponsors to reinvent
As front‑of‑shirt betting deals disappear from the Premier League, operators are being pushed into a new era where survival depends on how creatively they...
PureWager makes US debut with Baltimore Orioles partnership
Cutting-edge betting firm secures first US sports deal as it targets entry into regulated American marketsThe Baltimore Orioles have named PureWager Group as their...
Partnership playbook: Accenture, Barclays, YouTube, and more
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latest sports partnerships and...
Why F1’s calendar blow won’t derail its long-term plans
F1 sponsors will experience the biggest disruption from the Bahrain and Saudi cancellations. Formula 1 (F1) is unlikely to feel any long term impacts from...
Why Adidas could lose the UEFA Champions League ball
Adidas could lose its hold on UEFA’s men’s club competitions for the first time in 21 years, as a battle over match ball rights...
Carabao to launch Carabao Lager in UK after securing EFL title...
The league cup will continue to be called the Carabao Cup for another three seasons while the company will begin the rollout of its...
Partnership Playbook: Adobe, Bitpanda, Google and more
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latest sports partnerships and...
UK horseracing seeks new partners as bet365 steps back
UK horseracing faces a changing sponsorship landscape amid falling attendances and rising costs.Horseracing looks set to enter a new era of sponsorship after bet365...