Fan Engagement
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
Kore is Two Circles’ latest acquisition in US push
Sponsorship and data intelligence platform Kore is Two Circles' latest acquisition under Charterhouse Capital Partners ownership, taking the agency’s client base to over 700 companies and strengthening its US presence.
Rams, Genius offer NFL in-game highlights first
The Los Angeles Rams has become the first NFL team to provide fans with data-driven in-game highlights through an agreement with Genius Sports that will provide additional ad inventory for Verizon.
ONE to create manga series in Sui blockchain deal
Asian mixed martial arts promotion One Championship has agreed a sponsorship and technology partnership with Sui, a Layer 1 blockchain, that will see the company’s technology integrated into the ONE Fight Arena, the official mobile game of the championship.
Serie A hires Allied Sports for US commercial push
Lega Serie A USA has hired American sports marketing firm Allied Sports as an official agency of record to support the league's North American office in New York in its efforts to expand commercially
Quidd makes digital collectibles deal with Manchester City
Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
In-game digital buys becoming key revenue stream for esports teams
A shift in the esports revenue distribution model away from prioritising sponsorship to focus more on in-game digital purchases is set to become the new norm, industry experts have predicted.
NFL’s expanded Global Markets Program adds five countries, four teams
The National Football League has once again expanded its Global Markets Program, taking the initiative to five new countries in South America, Asia and Africa and opening up commercial opportunities for four more franchises.
Borussia Dortmund opens first US office, eyes quick revenue uptick
Borussia Dortmund is eyeing a doubling of its sponsorship revenue emanating from the United States after opening its inaugural office in the Americas, chief executive Hans-Joachim Watzke has declared
GlassFloor tech to add sponsor value at NBA All-Star Saturday Night
The NBA will allow sponsors to make an extra on-court impact this weekend, at the first All-Star Saturday Night line-up to include a full-LED video sports floor made of glass
Google Pixel advances football strategy with NWSL deal
The National Women's Soccer League has announced a multi-year sponsorship that makes the Google Pixel smartphone the league's official mobile phone partner and playoffs and championship presenting sponsor
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…
Genius Sports launches fan ID solution for advertising
Genius Sports, the sports data and betting services company, today (Wednesday) launched what it describes as an industry first, a product that can identify solutions for fan advertising across multiple…
MLR tasks Legends with driving revenue growth
Major League Rugby (MLR) has hired premium experiences company Legends with a brief to drive commercial revenue and accelerate growth for the North American professional rugby competition
LaLiga North America renews Verizon deal for three more seasons
LaLiga North America has signed a three-year extension with telco Verizon in a United States exclusive deal
FanDuel serves up extension with WTA
Gaming company FanDuel has signed a multi-year extension to its agreement with the Women’s Tennis Association (WTA).
Sportfive hired to drive digital growth of Concacaf competitions
Sportfive has entered into a wide-ranging agreement with Concacaf, the governing body for football across North and Central America and the Caribbean, to provide digital services for its national team…
Eleven Sports Media moves into mainland Europe with PSV deal
UK sports technology and marketing company Eleven Sports Media has entered mainland Europe for the first time through a new deal with Dutch Eredivisie club PSV Eindhoven