Global

Football

Spain’s top-flight football competition, LaLiga, will launch a new chain of licensed sports bars around the world to support its international expansion.
Multi-sport

Dentsu Aegis Network, the multinational media and digital marketing communications company, is to rebrand as Dentsu International Limited
Cycling

Road cycling governing body the International Cycling Union (UCI) has extended with its kit supplier Santini Cycling Wear
Cycling

Scotland’s national tourist board VisitScotland has started its recruitment process for a director of commercial, marketing and communications at the inaugural UCI Cycling World Championships to be held i…
Football

Video game developer Electronic Arts has extended its exclusive match simulation licensing agreement with German football’s Bundesliga in a ‘multi-year’ renewal announced today (Monday). T
Multi-sport

Alibaba-owned streaming platform Youku Sports will stream live coverage of Italian Serie A and German Bundesliga matches this season in a tie-up with PP Sports, the streaming platform that currently has…
Golf

PepsiCo has extended its longstanding sponsorship of the PGA of America and, in a separate deal with the PGA of America and Ryder Cup Europe, expanded its reach into the Ryder Cup
Multi-sport

Saudi Arabian football team Al Hilal has criticised the Asian Football Confederation for kicking it out of this year's Champions League, saying it should have had "greater flexibility" - AFP/CNA
Motorsport

Gérard Neveu will step down from leadership of the World Endurance Championship (WEC) motor-racing series at the end of the year, it has been announced.
Multi-sport

The English Premier League is facing demands for rebates from Asian broadcasters over the rescheduling of matches to evening kick-off times to suit UK-based fans
Multi-sport

The Indian Premier League's opening match this year drew a viewership of 200m on television on digital platforms, a BCCI official has said, quoting figures from India's official audience research bureau…
Esports

Esports organisation Riot Games has signed up premium car brand Mercedes-Benz as the latest sponsor for its League of Legends series
Multi-sport

A consulting company working for the committee bidding to secure the 2020 Olympics hosting rights for Tokyo transferred $370,000 (€314,000) to Papa Massata Diack, the son of jailed ex-IAAF president L…
Cricket

The International Cricket Council has begun the tender process to select a host country merchandise licensing partner and an online merchandise partner for the Men’s T20 World Cup next year, and the M…
Football
Recycling & Waste Management

The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.
Esports

Riot Games has added electronics specialists Bose as a sponsor of its League of Legends esports global events. The deal covers the World Championship, Mid-Season Invitational and All-Star Event
Tennis

The International Tennis Federation has rebranded the Fed Cup, the women’s international teams event, as the Billie Jean King Cup by BNP Paribas in a tribute to the iconic female tennis player and pioneer f…
Football

The Covid-19 pandemic has strengthened partnerships and accelerated digital innovation in sports sponsorships involving Asian or Asia-facing brands, according to sponsorship experts at this week’s All T…