Partnership Playbook: Audi, Breitling, EA SPORTS and Google
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...
Women’s football moves beyond purpose to performance
Women’s football has had to sell itself for a long time. In the early days, brands supported it because it felt like the right...
McLaren bounces back to become one of F1’s most valuable teams
The McLaren Racing Team is set to hit a valuation of $4bn (£3bn) as two Middle Eastern investment firms are set to acquire a...
NASCAR’s charter lawsuit explained
The charter dispute between NASCAR and 23XI/Front Row has moved from stalled talks to an antitrust lawsuit, with leaked texts from senior executives and...
Sporting’s Estádio José Alvalade to host inaugural Legends Charity Game
Luís Figo to captain Portugal Legends against a World XI as Sport Global targets €1m for charity, with Calema confirmed for half-timeSport Global has...
Netherlands opens consultation on Integrity in Sports Act
The Netherlands has opened consultation on a law to create Integrity in Sports Netherlands, uniting anti-doping, match-fixing intelligence and safeguarding casework, reflecting a wider...
What the WNBA tells us about the future of fan engagement
David Dembowski, SVP at Operative, looks at how the WNBA has transformed from a niche league fighting for airtime into one of the fastest-growing...
Is the Premier League ready for the Puma era?
A late Szoboszlai free-kick at Anfield sharpened attention on the Premier League’s first Puma match ball after a quarter-century with Nike. Here’s how the...
Let them eat cake, just not our records
If people want an enhanced circus, fine. Build a separate tent, sell the tickets, publish the lab work, and keep it a brisk walk...
On TV and Snapchat, the Women’s Rugby World Cup is growing
England’s 69-7 thrashing over the US in the opening game of the 2025 Women’s Rugby World Cup was watched by over two million people...