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Latest Analysis
Team China’ brand sets high partnership price, targets $400m in quadrennial revenue
China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.
Unilever’s Axe brand takes lead in esports with League of Legends deal
Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.
Airbnb deal falls short of $500m mark, brings wider benefits for IOC
Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.
NHL could raise $216m from legalised sports betting market
The National Hockey League could raise more than $216m (€187m) in annual revenue from legalised sports betting, says a new report from Nielsen.
German Ice Hockey Federation lands safe partner
German safes and safety cabinets provider Eisenbach Tresore has entered into a partnership with the German Ice Hockey Federation (DEB).
Etihad Airways teams up with Washington sports franchises
Abu Dhabi airline Etihad Airways has become a legacy partner and the exclusive airline partner of NHL ice hockey team Washington Capitals and NBA and WNBA basketball teams Washington Wizards and Washington Mystics under an agreement with their operating group Monumental Sports & Entertainment.
Chevrolet backs Red Wings’ new arena, Penguins partner with Gulf Oil
Automotive manufacturer Chevrolet has agreed a deal to sponsor the Little Caesars Arena, the future home of the Detroit Red Wings, while fellow NHL ice hockey team the Pittsburgh Penguins has partnered with US motor fuel distributor Gulf Oil.