USGA and Cisco to increase AI focus in renewed tech partnership
Cisco, the wireless technology and communications heavyweight, has extended its technology partnership with the United States Golf Association (USGA) governing …
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TKO in deal to bring portfolio of live events to Arizona
TKO Group, the multisport business giant, has made a move that will see a host of top-tier wrestling, boxing, and …
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Reebok named as kit supplier for new Ultimate Sevens competition
Reebok, the US sportswear brand, has been unveiled as the official kit partner of Ultimate Sevens, the new global rugby sevens …
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Opel in as top-tier German handball sponsor
German car manufacturer Opel has signed up as a significant new partner of top-level handball in the country.Opel becomes the naming rights …
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Google sponsors Iraq, Morocco national teams ahead of 2026 World Cup
Tech giant Google has announced new partnerships with the national soccer teams of Morocco and Iraq ahead of the upcoming …
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TVNZ, Sky NZ strike World Cup commercial venue deal
Public broadcaster Television New Zealand (TVNZ) has struck a deal with pay-TV broadcaster Sky New Zealand to allow commercial venues …
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NBC picks up additional NFL game for 2026-27 season
NBCUniversal (NBCU), the Comcast-owned US media heavyweight, has acquired an additional regular-season game from American football’s NFL to add to its …
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Whoop adds Boston Red Sox to partnership slate
Whoop, the US-based wearable fitness tech brand, has added the ionic Boston Red Sox baseball franchise of North America’s MLB …
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PFL adds Govx as official partner for 2026 events
The Professional Fighters League (PFL) mixed martial arts (MMA) promotion has bolstered its commercial partnership slate, adding Govx, the e-commerce …
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Former Mediapro Asia MD in as Serie A media rights consultant for region
Italian soccer's top-tier Serie A has appointed Lars Heidenreich as a media rights consultant across the Asia-Pacific (APAC) region, as it …
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PayPal follows NFL tie-up by adding Seahawks in first team deal
Global online payment service PayPal has followed up its recent partnership with American football’s NFL by teaming up with the …
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EuroLeague sets viewership and attendance records for 2025–26 season
The EuroLeague, European basketball’s top club competition, has posted record viewership, attendance, and digital engagement figures for the 2025–26 regular season.Across …
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Kalshi adds to sports property portfolio through MSG deal
Madison Square Garden (MSG) Entertainment, the sports company that owns several franchises as well as the iconic New York venue, …
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Inter Miami takes equity stake in Beckham-owned Prenetics via IM8 deal
Inter Miami, of North America's top-tier Major League Soccer (MLS), has announced IM8 as the club's official health supplements partner as part …
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Matchroom targets US growth with minority stake sale to Bruin Capital
Bruin Capital, the sports and entertainment investment firm, has acquired a minority stake in UK-based sports media and promotional business …
