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Partnership playbook logo
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Features
Time to read: 1 min
Partnership Playbook: DeChambeau, ITV, EFL, NBL and more
October 1, 2025
England women lifting rugby world cup trophy
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Latest News
Time to read: 2 min
Red Roses’ World Cup win sees big returns for sponsors
October 1, 2025
Kyiv, Ukraine, May 30, 2025. Close-up of a white Nottingham Forest football jersey with embroidered club logo and stars.
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Europe
Time to read: 3 min
Nottingham Forest turns sponsor ban into marketing opportunity
September 24, 2025
Mike James playing in EuroLeague
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Basketball
Time to read: 3 min
EuroLeague's new commercial strategy amidst growing NBA Europe talks
September 24, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: Chubb,Starling, Sephora, STANLEY and more
September 24, 2025
Old Trafford
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Financial Results
Time to read: 4 min
Are padded seats the secret to Manchester United's record revenue?
September 18, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: L’Oréal, Ebury, Vodafone, Apollo Tyres and more
September 17, 2025
View of the Legends Charity Game. Image Credit: Soft2Bet
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Features & Analysis
Time to read: 3 min
The Legends Charity Game: As it happened
September 16, 2025
LEGENDS CHARITY GAME
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Europe
Time to read: 8 min
Inside the Legends Charity Game build-up
September 15, 2025
Partnership playbook logo
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Latest News
Time to read: 1 min
Partnership Playbook: Betano, Hisense, and Ebury
September 10, 2025
Renovated Camp Nou delayed again
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Features & Analysis
Time to read: 5 min
Camp Nou return delayed again - Why FC Barcelona are rushing for completion
September 10, 2025
BREAKING
Features & Analysis
Time to read: 4 min
APT rules - Do Man City stand to make another £1bn?
September 9, 2025
Image of La Vuelta Stage 11 finish line
01:45
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Cycling
Time to read: 5 min
Protest risk meets the finish line at La Vuelta
September 4, 2025
Partnership playbook logo
BREAKING
Features & Analysis
Time to read: 10 min
Partnership Playbook: Audi, Breitling, EA SPORTS and Google
September 3, 2025
Image of a McLaren F1 car following the announcement of their Mastercard partnership
BREAKING
Diving
Time to read: 3 min
Mastercard’s naming deal puts McLaren on the front line of F1’s tech-finance arms race
August 28, 2025
Partnership playbook logo
BREAKING
Features & Analysis
Time to read: 1 min
Partnership Playbook: Giorgio Armani, e.l.f, Moët Hennessy and more
August 27, 2025
india cricket batsman, following the Dream11 announcement
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Cricket
Time to read: 4 min
Dream11 shutdown puts India’s jersey sponsor in doubt
August 22, 2025
BANGKOK, THAILAND - OCTOBER 23: The Logo of Tottenham Hotspur and Manchester United on Football Jerseys on October 23 ,2017 in Bangkok Thailand.
BREAKING
Football
Time to read: 4 min
Manchester United owner sues Spurs over Audi deal talks 
August 21, 2025
Partnership playbook logo
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Features & Analysis
Time to read: 1 min
Partnership Playbook: Barbie, HUGO BOSS, Vuori, Betano and more
August 20, 2025
German Bundesliga renews flagship sportsbook partnership
BREAKING
Football
Time to read: 3 min
Long-time football marketing agency backs Baller League
August 20, 2025
A photo illustration of the LA28 Summer Olympic Games logo on a flag.
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Broadcasting
Time to read: 5 min
Will LA28’s venue naming rights tip the Olympics into over-commercialisation?
August 18, 2025
Manchester. England. 02.12.2008. Manchester United Football Stadium in Old Trafford in Manchester in the UK.
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Africa
Time to read: 4 min
What Manchester United gains from its Parimatch deal
August 15, 2025
11 April 2015 - Istanbul, Turkey: Apple Store logo. It is being suggested the company might partner with Manchester United.
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Football
Time to read: 3 min
Apple rumour grows as Manchester United nears partner hat‑trick
August 14, 2025
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Featured Articles
Empty seats in stadium stands. Black and white photo without fans. Empty seats for sports spectators. Empty rows without spectator support. Importance of support from stands, no one came to game
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Features
Time to read: min
CEOs fear football's lack of governance. You should too
November 6, 2026
MIAMI, UNITED STATES - May 04, 2025: FIFA President Gianni Infantino, Footballer. Race day for the F1 Miami Grand Prix 2025. infantino
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Features
Time to read: min
Democrats’ House win exposes Infantino to Raskin subpoenas
November 5, 2026
LIV Golf player Jon Rahm
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Commercial
Time to read: min
LIV Golf 2.0 has a backer, but the players have already given their answer
November 2, 2026
Sideline Moves: Arsenal layoffs
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Features
Time to read: min
Sideline Moves - Arsenal to cut 60 jobs amid new Arteta deal
October 16, 2026