Borussia Dortmund goes ‘beyond colours’ with Pittsburgh Steelers partnership

Bundesliga club Borussia Dortmund have joined forces with NFL franchise the Pittsburgh Steelers to launch a partnership centred around fan engagement. Both sporting teams will...

Is Brazilian football the new hub for gambling sponsorships?

The focus on gambling sponsorships in football has intensified, particularly in Europe, though Brazil seems to be emerging as a hotspot for these agreements.Currently,...

Under Armour powers France market push with PSG’s Hakimi 

Under Armour is aiming to strengthen its foothold in France by selecting Paris Saint-Germain’s (PSG) Achraf Hakimi as its latest brand ambassador.As part of...

UFC set to transform fan engagement with Meta’s AI technology

The UFC has announced a landmark partnership deal with Big Tech firm Meta to become the mixed martial arts promotion's first-ever fan technology partner.UFC...

Unilever deepens sports presence with Rugby World Cup partnership

Goods manufacturer Unilever continues to expand its presence across sports by becoming the latest partner of the Rugby World Cup. Unilever confirmed the multi-tournament partnership...

Ineos comes to resolution to end New Zealand Rugby sponsorship

After months of back-and-forth debate over missed payments, Ineos has come to a settlement with New Zealand Rugby (NZR) to end its sponsorship of...

AS Monaco calls betting firm’s support ‘invaluable’ as deal renewed

AS Monaco has announced that betting brand VBet will remain as its official sports betting partner for an additional four years.With the extended partnership...

Three NFL franchises look to grow fandoms beyond US with UK...

The National Football League (NFL) has granted three franchises UK marketing rights as part of its Global Markets Programme.Following the expansion of its programme,...

Pentland Brands scores major exposure boost as TNT Sports sponsor

Pentland Brands, parent company of leading UK brands such as Berghaus, Mitre and Ellesse, has become TNT Sports’ ‘first-ever’ official channels sponsor. As part of...

Tom Brady’s Birmingham City partner caught in licensing scandal

God55, which was recently announced as an official partner of English Football League club Birmingham City FC, has falsely claimed to have a Malta...