IBM and Wimbledon add AI ‘Key Moments’ tool for 2026
The All England Club's 35-year IBM partnership adds a Key Moments tool and upgraded Match Chat, as both sides chase deeper digital fan engagementIBM...
The 10 most ridiculous ‘official partner’ titles in sports
Sports clubs and franchises have realised they can sell the same sponsorship a dozen times, provided the categories get silly enough. They have risen...
Sideline Moves: Splitter lands the Chicago Bulls job
Welcome to Sideline Moves, Insider Sport's weekly roundup spotlighting the key moves shaping the business of sportEvery Friday, we bring you the latest executive...
Breaking down the fan data connecting Liverpool and SAS’ partnership
Liverpool Chief Commercial Officer Ben Latty, presenting at Anfield yesterday (16 June), and SAS Chief Marketing Officer Jennifer Chase, speaking to Insider Sport, revealed...
Partnership Playbook: Bale, beIN, Man Utd 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...
Fox escapes FIFA sanction over World Cup ad-break overrun
Fox escaped FIFA sanction for overrunning ads in the World Cup opener, but stands to make up to $330m from the tournament's first in-game...
Why Man City Esports isn’t just a badging exercise
Michael Russell reveals how Man City's Rocket League rise and RLCS showing come from a decade of selective, sustainable esports investmentFootball clubs have developed...
How US sports expansion works: from the NFL to the NBA
Insider Sport takes a look at how the US' four major sports leagues operate an expansion model, including the NFL, the NBA, MLB and...
Do you remember the first time?
Callum Williams speaks to DraftKings' CMO Steph Sherman and others on how to recruit and retain the World Cup's many first time bettorsThe 2026...
Beyond the Scoreline: How fan expectations are reshaping World Cup coverage
Today (11 June), the world’s-largest sporting event, the 2026 FIFA World Cup, will kick-off in Mexico City as co-hosts Mexico take on South Africa...