NFL inks first liquor sponsorship with Diageo
The National Football League (NFL) has signed multinational beverage company Diageo as the division’s new official liquor sponsor, four years after lifting a ban...
TickPick: Sports fans purchasing more NFTs during pandemic
With sports non-fungible tokens (NFTs) enjoying exponential growth in the sporting space, more than one in 10 sports fans have purchased the digital collectibles...
Cincinnati Reds secure WynnBET sponsorship tie-up
WynnBET has announced a new tie-up with Major League Baseball (MLB) franchise the Cincinnati Reds.Previously, WynnBET had secured agreements with the Memphis Grizzlies, Detroit...
Action Network finalises multi-platform MLB tie-up
Sports media company The Action Network has linked up with Major League Baseball (MLB) in a new multi-platform content partnership.As part of the collaboration,...
KO Entertainment delivers ‘unparalleled’ fan engagement with Bally’s
KO Entertainment, a subsidiary of global boxing promotion company Golden Boy Promotions, has formed a strategic alliance with Bally’s Corporation to integrate gamification into...
Capturing the ‘raw emotion of sport’ through betting sponsorships
Alliances between sporting teams, leagues and organisations, and betting companies in the US are on the ‘cusp of something extraordinary’, according to industry leaders...
PFL adds BetMGM to growing sponsorship portfolio
American MMA promotion the Professional Fighters League (PFL) has selected BetMGM as the tournament’s US authorised gaming operator.As part of the deals, MMA fans...
NBC unveils plans for 7,000 hours of Tokyo coverage
NBC has announced plans to broadcast over 7,000 hours of coverage of the Tokyo 2020 Olympic Games across its various platforms.Of the 7,000 total...
Canadian Premier League serves up HelloFresh collaboration
The Canadian Premier League (CPL) has named meal kit provider and publicly traded company HelloFresh as its official meal kit delivery partner, adding to...
San Jose Sharks become first NHL team to adopt cryptocurrency
The San Jose Sharks are set to become the first National Hockey League (NHL) team to embrace cryptocurrency via a partnership with Atlanta-based payment...