LIV Golf president: ‘We need to commercialize the product’
LIV Golf president Atul Khosla has made it clear that the primary goals of the Saudi-backed breakaway series in 2023 are to land "milestone" sponsorship and television rights deals to begin commercializing…
Magic renew Disney patch deal, Hawks expand Chase pact
The National Basketball Association's Orlando Magic has extended its longstanding partnership with Walt Disney World Resort, which will remain the team's jersey patch partner
US Soccer, Truly Hard Seltzer strike multiyear deal
The United States Soccer Federation has brought in Truly Hard Seltzer as its first official hard seltzer in a multiyear agreement
NWSL signs MatchWornShirt deal ahead of 2022 title game
The National Women's Soccer League has secured a partnership with international sports auction site MatchWornShirt, which will allow fans to purchase jerseys worn by players in the upcoming 2022 championship…
Gillette to air mixed-reality commercial on ‘MNF’
Gillette, the Procter & Gamble-owned razor and personal care products company, will showcase its innovation hub GilletteLabs during ESPN's Monday Night Football broadcast at Gillette Stadium on October…
Jägermeister extends role as ‘official shot of NHL’
The National Hockey League has announced a multiyear extension of its partnership in the United States with liquor brand Jägermeister, which will remain the “official shot of the NHL.”
McLaren introduces rotating digital signage to F1 cars
McLaren Racing has partnered with digital agency Seamless Digital to introduce cutting-edge technology which will allow the team to change the branding on its cars during a Formula 1 race weekend in a…
Haas F1 brings in MoneyGram as new title sponsor
The Haas Formula 1 team has named American global payments and money transfer company MoneyGram International as its new title sponsor from the 2023 season in a multiyear agreement
Buccaneers tap Legends to boost German commercial presence
The Tampa Bay Buccaneers have signed a strategic partnership with premium experiences company Legends, which is focused on helping the National Football League team achieve commercial growth in Germany, …
MLS secures stake in TOCA Football as part of 10-year pact
Major League Soccer has secured an undisclosed equity stake in TOCA Football as part of a wide-ranging 10-year partnership with the soccer technology and entertainment company