The Ultimate Fighting Championship (UFC) has announced a pilot programme with virtual advertising technology provider 4D Sight that will see branding digitally inserted into its broadcasts in Latin America

German Bundesliga club VfL Wolfsburg has entered into a “long-term strategic partnership” with virtual advertising technology provider Supponor.

Manchester United has announced a multi-year, global sponsorship deal with 5G technology provider Qualcomm Technologies that will see the company advise the club on ways to improve the connectivity at…

The Sportfive agency facilitated the highly-lucrative main shirt sponsorship agreement between Spanish football club Atlético de Madrid and the cryptocurrency investment app WhaleFin, which was confirmed …

Formula One’s success in growing audiences in the US and engaging younger fans through its esports initiatives has enabled the McLaren team to increase its sponsorship “rate card” by 25-50 per cent, accor…

The United Soccer League has secured a multifaceted 10-year partnership with premium experiences company Legends, which is designed to "drive the next evolution of the USL’s business."

Technology company IBM and the All England Lawn Tennis Club (AELTC) have launched two new digital features designed to enhance the fan experience at this year’s Wimbledon tennis grand slam.

Formula 1 driver Daniel Ricciardo has been appointed as a brand ambassador of cryptocurrency firm OKX

McLaren Racing has signed up computer software company Cadence as the latest addition to its sponsorship portfolio

Turkish Süper Lig football club Trabzonspor will launch its first public NFT offering tomorrow (Saturday) as part of its agreement with specialist NFT agency Capital Block.

ATP Media, the broadcast arm of ATP Tour in men’s tennis, has appointed UniqFEED to provide a virtual advertising solution for this week’s Madrid Masters tournament, enabling gambling brand and tournament spo…

Blockchain fan token platform signs another set of club-level deals

Event planning software company OnePlan has agreed an official supporter deal with the organising committee for the Paris 2024 Olympic and Paralympic Games

Virtual advertising firm Supponor has secured league-wide approval to supply its software-based virtual advertising solution to the German Football League (DFL)

McLaren Racing has signed an extension and expansion of its sponsorship deal with technology company Cisco, making the brand an Official Technology Partner of the McLaren Formula 1 team

Real Madrid has signed global technology company Cisco as its latest commercial sponsor in a deal which will see the US-based firm becomes the Spanish giant's Official Technology Partner across a multi-year…

Electric carmaker Tesla is backing US-based student motor-racing competition Formula SAE by providing equipment and advice