UFC takes AI plunge with global IBM deal
The Ultimate Fighting Championship has sold its first sponsorship package in the artificial intelligence category, a multi-year deal with technology and IT consulting firm IBM
Emirates pens five-year SailGP sponsorship
Emirates' Global Partner package to SailGP includes naming rights to two races and significant media exposure for the airline, the two parties announced today (Thursday)
EXCLUSIVE: Team, Relevent in box seat for Uefa club rights
Incumbents Team Marketing and Relevent Sports Group are the two agencies still vying to sell Uefa club competition rights from 2027-28 following recent presentations, SportBusiness understands
TGL builds founding partner base ahead of launch
Best Buy, the US technology retailer, has announced its first move into golf, becoming the third founding partner of TGL, the tech-driven team indoor golf league
BeIN makes second LFP payment, red flags remain
BeIN Sports has made its second payment to the French football league, but the dispute over the sponsorship element remains unresolved.
The pay-television broadcaster has paid €15.7m ($16.7
Inter Miami adds Splendor to sponsorship roster
Ecuadorian water brand Splendor Water has signed up as the Official Premium Water of Major League Soccer's Inter Miami CF
DHB sticks with Sportfive through 2030
The Sportfive agency has renewed one of its longest-standing commercial deals, reupping its agreement with the German Handball Federation (DHB) until 2030
Cincinnati creates in-house unit for sponsorship sales
The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.
Uefa readies kit assistance RFP
Uefa has announced it will launch a Request for Proposals on November 11 in the match kit category related to its Uefa Kit Assistance scheme
BeIN’s LFP sponsorship investment under threat
The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.