SL Benfica latest sports team to ink partnership with PRIME
Logan Paul and KSI’s PRIME drink beverage continues its marketing escapade across the sports industry by announcing SL Benfica as its latest partner. PRIME will...
Serie A adds Allied Sports to accelerating US growth plans
Lega Serie A USA has partnered with Allied Sports to support the Italian top-flight’s commercial expansion plans in the US market.Allied Sports will lead...
EA combines with UNICEF to ‘build better futures’ in Namibia
In collaboration with UNICEF, Electronic Arts Inc. has unveiled a new programme, Namibia Futures, as part of its EA Sports FC Futures initiative.As part...
George Harborne: Football clubs’ partners only carry value if seen
In football, club partnerships with gambling operators have been vital for financial support and brand exposure. BetMGM's new deal with Premier League's Tottenham Hotspur...
United Airlines celebrates Wrexham AFC’s League One promotion
Wrexham AFC’s promotion to the third tier of the English football system has been celebrated by one of its main partners, United Airlines, in...
SBC announces major industry event launch in 2025 with SBC Summit...
SBC has announced the launch of SBC Summit Americas, a reimagined show that combines the strengths of SBC Summit North America and SBC Summit...
Aston Villa selects Adidas ahead of Champions League debut
Aston Villa has named Adidas as the club’s official kit partner in a multi-year deal from the 2025/26 Premier League season onwards.For the first...
West Ham United ‘protects’ fans with skin cancer campaign
West Ham United women’s team has launched ‘In Plain Sight' campaign to raise awareness of skin cancer, in partnership with ZO Skin Health, its...
Fury v Usyk undisputed clash gave William Hill a UK branding...
William Hill scored a significant sponsorship boost over the weekend by picking up a UK-facing partnership, the ‘Ring of Fire’ boxing match between Oleksandr...
Benfica extends Betano as sleeve sponsor and betting partner
SL Benfica and sports betting brand Betano have agreed to a three-year extension of their partnership, lasting until the 2026/27 season. As part of the...