NFL takes bite out of Five Guys UK partnership
Fast-food chain Five Guys has been named an official commercial partner of American football’s NFL in the UK under a…
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Adobe makes first tennis move with Australian Open deal
Software giant Adobe has made its first entry into tennis through a multi-year partnership with the Australian Open Grand Slam.Under the…
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L’Oréal partners with PSG in first soccer deal
French soccer giants Paris Saint-Germain (PSG) have announced a new partnership with L'Oréal Groupe, the personal care company, through 2028.Through…
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NBA vows to create better European basketball model, commits to new league
The NBA remains committed to launching a new league in Europe despite shareholders at Euroleague Basketball rejecting an offer to…
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DAZN extends global FTA Extreme H deal
Extreme H, off-road motor racing’s hydrogen-based series, has renewed its global broadcast agreement with sports streaming giant DAZN.Under the extended…
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Betano extends with UEFA to sponsor Euro 2028
Betano, the sports betting brand owned by Kaizen Gaming, has extended its partnership with European soccer’s governing body UEFA to…
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Lidl extends with IHF to take partnership past 10-year mark
Lidl, the German supermarket chain, has extended its global partnership with the International Handball Federation (IHF), through 2030.This renewal will see…
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Netflix hires IMG as production partner for 2027 Women’s World Cup
Streaming giant Netflix has appointed international sports marketing agency IMG as the production partner for its coverage of soccer’s 2027…
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NHL continues commercial drive with Degree partnership
North American ice hockey's top-tier NHL has continued its recent sponsorship spree by announcing a new deal with Degree, the Unilever-owned…
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CBS’s Berson to lead Skydance’s merged sports group as Silberwasser departs
Luis Silberwasser, the chairman and chief executive of the TNT Sports pay-TV broadcaster, is departing the soon-to-be merged Paramount Skydance and…