Betano becomes first-ever betting partner for UEFA 

Kaizen Gaming-owned brand Betano has secured a global sponsorship deal for the next edition of the UEFA European Football Championship taking place in Germany.  Through...

PENN gets US boost to ESPN BET visibility with NHL deal

PENN Entertainment has signed a multi-national, multi-year partnership with the NHL encompassing its US and Canada-facing betting brands. Terms of the agreement will see PENN’s...

NHL’s Canadiens sign Air Canada as official away jersey partner 

National Hockey League (NHL) team Montreal Canadiens has announced a multi-year jersey partnership with air travel operator Air Canada. The deal will place the Air...

Monster agrees new sponsorship deal with McLaren ending Mercedes ties

Monster Energy Company has announced it has agreed a new sponsorship deal with Formula One’s McLaren Racing.  The popular energy drink brand will showcase prominently...

Paddy Power reveals green dartboard ahead of World Darts Championship

Ahead of this year’s PDC World Darts Championship, title sponsor Paddy Power has revealed how it is stamping its brand on darts’ biggest competition...

New Balance becomes official apparel and footwear partner of the Australian...

New Balance (NB) has signed an agreement with Tennis Australia to become the Official Performance Apparel and Footwear partner of the Australian Open (AO)...

Rugby Australia secures £42m loan to focus on key growth initiatives 

Rugby Australia (RA) has successfully concluded its capital raise programme by attracting Pacific Equity Partners (PEP) as a key investor.The agreement has been reached...

Alexander-Arnold makes £26m switch to adidas in multi-year deal

Liverpool FC’s Trent Alexander-Arnold has inked a multi-year sponsorship deal with adidas worth a reported £26m.  Alexander-Arnold is fresh off scoring a vital equaliser against...

Reports: Premier League clubs discuss private funding for the WSL

According to reports, a number of Premier League teams have expressed plans to put forward a private equity-style proposal to invest in the Women’s...

AFLW deepens Cadbury collaboration to improve female opportunities in sports

The Australian Football League (AFL) has extended its partnership with confectionery company Cadbury for three more years.The deal will focus on AFL’s women’s division,...