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Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: L’Oréal, Ebury, Vodafone, Apollo Tyres and more
September 17, 2025
View of the Legends Charity Game. Image Credit: Soft2Bet
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Features & Analysis
Time to read: 3 min
The Legends Charity Game: As it happened
September 16, 2025
LEGENDS CHARITY GAME
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Europe
Time to read: 8 min
Inside the Legends Charity Game build-up
September 15, 2025
Partnership playbook logo
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Latest News
Time to read: 1 min
Partnership Playbook: Betano, Hisense, and Ebury
September 10, 2025
Renovated Camp Nou delayed again
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Features & Analysis
Time to read: 5 min
Camp Nou return delayed again - Why FC Barcelona are rushing for completion
September 10, 2025
BREAKING
Features & Analysis
Time to read: 4 min
APT rules - Do Man City stand to make another £1bn?
September 9, 2025
Image of La Vuelta Stage 11 finish line
BREAKING
Cycling
Time to read: 5 min
Protest risk meets the finish line at La Vuelta
September 4, 2025
Partnership playbook logo
BREAKING
Features & Analysis
Time to read: 10 min
Partnership Playbook: Audi, Breitling, EA SPORTS and Google
September 3, 2025
Image of a McLaren F1 car following the announcement of their Mastercard partnership
BREAKING
Diving
Time to read: 3 min
Mastercard’s naming deal puts McLaren on the front line of F1’s tech-finance arms race
August 28, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: Giorgio Armani, e.l.f, Moët Hennessy and more
August 27, 2025
india cricket batsman, following the Dream11 announcement
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Cricket
Time to read: 4 min
Dream11 shutdown puts India’s jersey sponsor in doubt
August 22, 2025
BANGKOK, THAILAND - OCTOBER 23: The Logo of Tottenham Hotspur and Manchester United on Football Jerseys on October 23 ,2017 in Bangkok Thailand.
BREAKING
Football
Time to read: 4 min
Manchester United owner sues Spurs over Audi deal talks 
August 21, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: Barbie, HUGO BOSS, Vuori, Betano and more
August 20, 2025
German Bundesliga renews flagship sportsbook partnership
BREAKING
Football
Time to read: 3 min
Long-time football marketing agency backs Baller League
August 20, 2025
A photo illustration of the LA28 Summer Olympic Games logo on a flag.
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Broadcasting
Time to read: 5 min
Will LA28’s venue naming rights tip the Olympics into over-commercialisation?
August 18, 2025
Manchester. England. 02.12.2008. Manchester United Football Stadium in Old Trafford in Manchester in the UK.
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Africa
Time to read: 4 min
What Manchester United gains from its Parimatch deal
August 15, 2025
11 April 2015 - Istanbul, Turkey: Apple Store logo. It is being suggested the company might partner with Manchester United.
BREAKING
Football
Time to read: 3 min
Apple rumour grows as Manchester United nears partner hat‑trick
August 14, 2025
premier league gambling ban
BREAKING
Features
Time to read: 9 min
One year left: Industry speaks on Premier League gambling shirt ban
August 14, 2025
Teams walking out before WNL match.
BREAKING
Football
Time to read: 5 min
WNL targets 45% fan awareness after Euro triumph
August 13, 2025
Image of SBC CEO Rasmus Sojmark ahead of the Legends Charity Game
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Features & Analysis
Time to read: 18 min
Q&A: SBC's Rasmus Sojmark on why the Legends Charity Game is more than football
August 8, 2025
Composition of businessmen shaking hands over sports stadium. sports, deal, agreement and competition concept digitally generated image.
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Europe
Time to read: 4 min
Should the WSL embrace joint deals like La Liga?
August 5, 2025
India fans wave their national flags during the Pool B Cricket World Cup match between India and Ireland at Sedden Park in Hamilton on March 10, 2015. AFP PHOTO / Michael Bradley.
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Advertisement
Time to read: 4 min
Indian sports revenue could shift amid Google and Meta probe
August 4, 2025
Winchester, UK- October 5, 2024: High tech Red Bull building serving as Factory Racing HQ.
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Investment
Time to read: 3 min
Newcastle Falcons gets its Red Bull wings
July 31, 2025
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Featured Articles
Sideline Moves: Arsenal layoffs
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Features
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Sideline Moves - Arsenal to cut 60 jobs amid new Arteta deal
October 16, 2026
Paramount-Warner Bros acquisition complete
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Features
Time to read: min
New Paramount-Warner Bros deal creates $55bn sports conglomerate 
October 7, 2026
Michael Jordan at SBC Summit 2026
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Basketball
Time to read: min
SBC Summit: Michael Jordan on sport branding, NASCAR, and more
September 29, 2026
Manchester City found guilty of almost all 155 charges
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Features
Time to read: min
Manchester City found guilty of almost 115 Premier League financial breaches
September 25, 2026