IHG becomes first hotel partner of Six Nations
IHG Hotels & Resorts has strengthened its position in rugby union, becoming a sponsor of the men's and women's Six Nations
Google Pixel to capture key Australian Open moments
Google Pixel has struck a deal with Tennis Australia (TA) to become the officials smartphone and official camera of the Australian Open, which gets under way on Sunday
Uefa turns to China’s BYD to fill Euro 2024 car sponsor void
China's BYD Partners, one of the world’s leading manufacturers of new energy vehicles (NEV), has been unveiled as a major sponsor of Euro 2024 taking place in Germany, the heart of the European automotive i…
IOC social media rules aim to balance athlete engagement with rights-holder exclusivity
The International Olympic Committee (IOC) has significantly loosened its restrictions around athletes' use of social media during the Olympic Games following discussions with media rights-holders, albeit…
Ausnutria to end Heerenveen shirt deal in 2024
SC Heerenveen is on the hunt for a new shirt sponsor after dairy group Ausnutria announced it will end its association with the Eredivisie club at the end of the 2023-24 season
Betsson makes Colombia entry with Atlético Nacional shirt deal
Sports betting and online casino operator Betsson has become the new shirt sponsor of Atlético Nacional, Colombia's most successful football club.
NBA’s Pacers put QR code on jersey in US pro team sponsorship first
The Indiana Pacers, of the National Basketball Association, have claimed a US major league professional franchise first, with their new jersey sponsor to incorporate a QR code-like patch
Brazil ends long wait to regulate sports betting market
A federal sports betting marketplace will be launched in Brazil, after the country passed regulations to finally bring clarity to the activity.
Denver Nuggets star Jokic signs mega shoe deal with 361 Degrees
Nikola Jokic, one of the star players of the Denver Nuggets, the reigning National Basketball Association champions, has ended his shoe endorsement deal with US sportswear giant Nike to join Chinese brand…
Aperol adds to grand slam exposure with Australian Open deal
Italian aperitivo Aperol has become an official sponsor of the Australian Open, the opening grand slam of the year, through a multi-year partnership between Campari Australia and Tennis Australia