Whoop CEO: ‘We see huge growth opportunities in soccer’
The Whoop brand is “all about being aspirational,” which is why its endorsers “tend to be the best in the world,” says Whoop founder and chief executive Phil Ahmed
BMW targets young golf audience with DP World Tour renewal
The DP World Tour and BMW Group have signed a five-year sponsorship extension that will see the German luxury car brand remain an official partner and the official car of the DP World Tour until the end…
KFC extends with Cricket Australia
Cricket Australia (CA) has extended its multi-asset sponsorship with fast food chain KFC until the end of the 2024-25 Australian season
Mashreq Bank joins growing AFA regional portfolio
Dubai-based financial institution Mashreq Bank has become the first regional sponsor of the Argentinian national football team in the Middle East and Egypt
Hewlett Packard Enterprise joins 2023 Ryder Cup portfolio
Hewlett Packard Enterprise (HPE) has signed as an official supplier of the 2023 Ryder Cup to be held at Marco Simone Golf & Country Club in Rome, Italy, in September 2023
1998-2022: Adidas versus Nike at the World Cup
The rivalry between Adidas and Nike has become part of the World Cup spectacle. Adidas has used the tournament to prove its dominance in the football category, but Nike has, at times, pushed its rival to the limit – as revealed by their respective financial reports since the opening clash at the 1978 World Cup in France.
Julius Baer extends with Formula E
Formula E founding partner Julius Baer has extended its sponsorship of the electric racing car series until the end of 2026
Carrefour extends with La Vuelta
Supermarket chain Carrefour Spain has extended its main sponsorship of Spanish road racing classic La Vuelta and become title sponsor of La Vuelta Femenina for the first time
UKG focuses on pay parity and viewership in NWSL Challenge Cup deal
UKG aims to raise both prize money and viewership as title sponsor of the NWSL Challenge Cup
UKG’s presence will help promote the event and its broadcast scheduling
4 Pines extends with Cricket Australia
Australian craft beer company 4 Pines Brewing has signed a one-year extension with Cricket Australia as the official beer of the Australian men’s cricket team.