LeBron James and Canyon launch new bike riding initiative
NBA superstar LeBron James and Canyon Bicycles are launching a new initiative to realise the potential of the benefits that come from riding bikes. James,...
Audi announces bp as first partner ahead of 2026 F1 debut
Audi has named bp as the first official partner of its factory team ahead of its entry into Formula 1 in 2026.Under the agreement,...
EFL looking for broadcast partners for intended documentary series
The English Football League (EFL) is on the hunt for interested parties looking to help in the production of a potential documentary series. After issuing...
Sam Behar, BetMGM: Football deals provide ‘a real point of difference’...
While Premier League clubs have been enjoying a well-earned rest, sponsorship news has not let up ahead of the 2024/25 season. Noticeably, many clubs...
Southampton marks Premier League return with crypto casino partner
Southampton FC is marking its return to the Premier League this season with another partnership bridging the betting and crypto sectors.The Hampshire club has...
AFA taps IMG for APAC sponsorships post Copa America triumph
The Argentine Football Association (AFA) has appointed IMG as its exclusive sponsorship agency in the Asia Pacific (APAC) region for the next two years.Until...
IOC leverages Saudi expertise for Olympic Esports Games
The International Olympic Committee (IOC) has partnered with the National Olympic Committee (NOC) of Saudi Arabia to host the first-ever Olympic Esports Games.Over the...
UK Euro 2024 coverage gets 24m viewers whilst Copa América delayed...
This weekend saw two of the world’s biggest football tournaments come to a close, the UEFA European Championship and the Copa América. Throughout respective...
La Liga fans to gain exclusive benefits with Uber Eats partnership
La Liga has confirmed a new partnership with online food delivery service Uber Eats that will see fans rewarded with exclusive benefits. The agreement will...
Man City links Bologna to Manchester with C.P. Company deal
Manchester City has announced a new multi-year partnership with C.P. Company, making the Italian fashion brand the club’s official style fashionwear partner.Under the agreement,...