Toni Kroos’ Icon League optimises sponsorships ahead of final
The Icon League, a football initiative led by Toni Kroos and content creator Elias Nerlich, has partnered with Shikenso Analytics to enhance its sponsorship...
NFL and Nike agree new 10-year extension to help grow its...
The NFL and Nike’s long-standing partnership has been extended for a further 10 years in a new agreement that will see the sportswear brand...
Darts star and gaming fanatic Luke Littler partners with Xbox
Professional darts player Luke Littler has signed a sponsorship deal with gaming brand Xbox ahead of the return of the World Darts Championship (WDC)...
UFC adds Corpay to growing international sponsorship base
Corpay and the UFC have entered into a new agreement, which sees the corporate payments company become the MMA promotion’s official global foreign exchange...
Samsung to play integral role in TGL’s goal of ‘redefining golf’
TGL, the new golf league backed by Tiger Woods and Rory McIlroy’s TMRW Sports, has brought Samsung onboard as its official screen partner. Samsung will...
Dutch Eredivisie signs title sponsorship deal with VriendenLoterij
The Dutch Eredivisie has partnered with the VriendenLoterij, a health-focused Dutch lottery company, in a social and sponsorship arrangement.The agreement will see the top-flight...
Kabaddi World Cup names title sponsor for first edition outside Asia
Irish bookmaker Paddy Power has continued its niche approach to sports marketing via a sponsorship of the 2025 Kabaddi World Cup.The company, part of...
Manchester City fans able to design 2026/27 third kit using Puma...
Manchester City fans will be able to design the club’s official third kit for the 2026/27 season due to a new innovative AI platform...
Fitzdares unveils new Chester club and Royal Windsor sponsor expansion
Fitzdares, an online and retail bookmaker with a brand built around a luxury experience, has announced another expansion of its hospitality efforts.The London-headquartered company...
Newcastle Utd and InPost partnership extension focuses on e-commerce
Newcastle United has extended its partnership with parcel delivery service InPost following a successful first 12 months. The extended partnership will now see both parties...