Decathlon to take full ownership of AG2R La Mondiale cycling team
French sporting goods giant to assume sole control ahead of 2026 seasonDecathlon is set to become the sole owner of the professional cycling team...
Partnership Playbook: Asahi, evian, Ebury, Toyota
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and...
Exclusive: FIBA 3×3 targets new partners, new markets
Insider Sport explores FIBA 3x3’s commercial opportunities following the Vienna World Tour stop.FIBA 3x3 — you may have heard of it already, and if...
Riot Games sets the rules on sports betting sponsorships
Riot Games targets predictable revenue for streams through sports betting sponsorships, though it acknowledges the sector “isn’t for everyone”.Riot Games has announced Tier 1...
Partnership Playbook: Subway, Adidas, bet365, Apollo Tyres
Welcome to Insider Sport's latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and...
Paris 2024: Olympic spending shows state bore the brunt of costs
France spent more on securing the Paris 2024 Olympics than any other single item, with nearly half of all organisational costs allocated to keeping...
Women’s Rugby World Cup taps familiar O2 to boost excitement
The 2025 Women’s Rugby World Cup strengthens its relationship with O2, as excitement builds for what is expected to be a record-breaking tournament on...
ICC challenges developers to reinvent cricket on mobile
As cricket’s digital presence continues to grow, the ICC is opening the door to developers who can help the sport engage its next generation...
Europe shrugs as South America embraces FIFA Club World Cup
FIFA’s Club World Cup may not be garnering as much attention in Europe as the governing body may have hoped, but it’s certainly acting...
The irreplaceable value driving West Ham and Lyca’s partnership
As sponsors face growing pressure to prove their purpose, football partnerships can no longer lean on logo placement or visibility. In today’s landscape, long-term...