Understanding the value of Liverpool FC’s return to adidas
After months of rumors circulating around a potential deal between Liverpool FC and adidas, the pair finally announced a new …
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New media rights deals in key markets as NWSL 2025 kickoff looms
North America's National Women’s Soccer League (NWSL) has unveiled new media deals in the UK, Australia, and Canada, ahead of the …
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UEFA’s switch from Team to Relevent as of 2027-28 confirmed
European soccer's governing body UEFA and the Relevent Sports agency have formalized the deal through which the firm will be the …
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AECOM to be venue infrastructure partner for LA28 Olympics and Paralympics
AECOM, the international architecture and engineering services company, has been named the official venue infrastructure partner for the LA28 Olympic …
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Novartis in as first NFL pharmaceutical sponsor
American football’s elite National Football League (NFL) has brought in US medicine company Novartis as the property's first-ever pharmaceutical partner.Novartis, …
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Deal Focus: TKO, Sela partner with Alalshikh to disrupt boxing
The deal TKO Group, the Endeavor-controlled ownership vehicle of MMA promotion UFC and wrestling promotion WWE, and Saudi Arabian events company …
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Brighton owner Bloom invests in Melbourne Victory
Tony Bloom, English entrepreneur and owner of top-tier English Premier League soccer side Brighton, has bought a 19.1% stake in …
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LIV Golf finds global distribution partner in DAZN
The controversial LIV Golf tour has agreed a new global free-to-air broadcast deal with international OTT streaming service DAZN.The multi-year …
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NBCU extends as IOC partner through 2036 Olympics in $3bn deal
A major, multi-faceted deal between the International Olympic Committee (IOC) and long-time US broadcast partner NBCUniversal (NBCU), including the extension …
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Sky NZ extends rights for Lions, PGA Championship
Heavyweight pay-TV network Sky New Zealand has retained its broadcast rights to premium properties in golf and rugby union.Sky NZ …
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Liverpool adds Visit Maldives to its global partnership portfolio
Premier League giants Liverpool FC (LFC) have agreed a multi-year global partnership with the Visit Maldives tourism body, designating it …
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Amazon kicks off wide-ranging FMF, Liga MX partnership
The Mexican arm of global e-commerce giant Amazon has agreed a new wide-ranging sponsorship with the Mexican Football Federation (FMF) …
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Formula E renews partnership with Story10
Formula E, the all-electric single-seater motor racing series, has renewed its partnership with sports video production and distribution company Story10 …
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Adidas to return as official Bundesliga ball supplier from 2026-27
German sportswear giant Adidas has signed a four-year deal with German soccer’s DFL league organizing body to supply the match …
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NX Group to sponsor MLB World Tour Tokyo Series, LA Dodgers land sake deal
Japanese logistics company Nippon Express (NX Group) has signed a regional partnership with North American baseball’s MLB, covering its Los …
