Bayern Munich elevates fan engagement with TikTok entry

FC Bayern Munich has become the latest European football club seeking to elevate its fan engagement by joining the video-focused social network TikTok. The entry...

The FA continues to benefit from substantial sponsorship revenue

Issuing its latest financial results, The English Football Association has continued to benefit from solid broadcasting and sponsorship revenue. Results for the 2017/18 season,...

Russell Yershon, Connecting Brands: The importance of loyalty

In recent years, brands have undergone a variety of approaches to maximise sponsorships - with many choosing to switch from club to club, seeking...

SPAR partners with Scotland Women’s Team for 2019 World Cup

The Scottish FA has announced SPAR as a new sponsor of the Scotland Women’s National Team, ahead of this summer's hotly anticipated World Cup. The...

Parimatch announces heavyweight partnership ahead of UFC’s Russian return

International betting operator, Parimatch has announced one of Russia’s most iconic fighters, Alexey Oleynik as its latest brand ambassador. Parimatch is the exclusive betting...

SportPesa unites with Arsenal for ‘Coaches to Count On’ initiative

Bookmaker SportPesa has continued to build on its flourishing partnership with Arsenal, launching its latest African football initiative ‘Coaches to Count On’. As part of the collaboration, SportPesa will develop...

RingCentral unveils new partnership with the Oakland A’s

Major League Baseball side, the Oakland A’s has announced RingCentral as its official business communications partner. The newly formed partnership seeks to benefit from the...

Pokerstars clinches UFC branding for latest sponsorship activation

PokerStars has announced the first activation, as part of its exclusive global partnership with the UFC by launching a new ‘UFC-branded Spin & Go’s’. PokerStars...

NHL strikes new partnership with MassMutual

The National Hockey League (NHL) has announced a multiyear partnership with Massachusetts Mutual Life Insurance Company (MassMutual). The partnership, which builds on MassMutual's role...

Sunderland exploring the possibility of selling stadium naming rights

Sunderland AFC Owner, Stewart Donald has revealed the club is exploring the possibility of selling its naming rights for the Stadium of Light. The potential...