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Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.

PSG wants the same kind of brand cachet as baseball’s New York Yankees or Italian motor racing team Ferrari.

Premier League champion Manchester City has aligned with the growing meat-free eating trend through its partnership with food and beverage specialists Nestlé Professional.

Global bank HSBC signed a five-year deal with Tottenham Hotspur that prioritises rights linked to the stadium-led regeneration of the local area.