USTA adds Electrolit to US Open partnership slate
Beverage company Electrolit has strengthened its presence in tennis after striking a multi-year sponsorship deal with the hardcourt US Open …
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LaLiga and Oshee extend energy drinks tie-up through 2027-28
Spanish men's soccer's top-tier LaLiga has extended its partnership in its home market with Polish isotonic drinks brand Oshee.The initial tie-up between …
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TKO brings SuperFile in as WWE and UFC sponsor
TKO Group, the multisport business giant, has struck a commercial partnership with US-based file-sharing company SuperFile, covering both its World …
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Thailand’s JAS lands last-minute World Cup rights; DFB.TV expands coverage
Soccer’s FIFA governing body has narrowly avoided a World Cup media blackout in Thailand after securing a rights deal with …
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World Cup 2026: Bigger and better, or ‘Mo Money Mo Problems’?
After years of planning, the stage is set for FIFA to deliver its biggest and most commercially lucrative World Cup …
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IMG brought in as global production partner for DFB-Pokal
Heavyweight sports marketing agency IMG has signed on as international production partner for German soccer's DFB-Pokal knockout cup competition.Through a …
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Liga MX capitalizes on Genius Sports support with Polymarket deal in US
Mexican soccer’s top-flight Liga MX has struck a new agreement with prediction-wagers business Polymarket for the US territory, capitalizing on …
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Real Madrid follow up Emirates extension with long-term Adidas renewal
Spanish soccer giants Real Madrid have renewed one of their most prominent sponsorship deals, with German sportswear heavyweights Adidas.An eight-year …
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SportyTV in FTA World Cup deal; ExpressVPN in as late sponsor
SportyTV, the African sports media platform, will cover action from the imminent FIFA World Cup soccer tournament free-to-air (FTA) across …
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HS&E brought in as 2027 Volleyball Women’s World Cup agency partner
Full-service agency Horizon Sports & Experiences (HS&E) has been brought on board as the exclusive commercial rights partner of next …
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Gaora Sports reclaims DFB-Pokal rights in Japan for 2026-27 season
Gaora Sports, the Japanese sports broadcaster, has acquired rights to the DFB-Pokal, German soccer’s top knockout competition, for the 2026-27 …
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MotoGP confirms Aragon GP for 2027, becomes reserve circuit from 2028
Motorcycling’s elite MotoGP series has struck a deal renewal with North Eastern Spain’s Aragon Government for the Aragon Grand Prix …
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The Team hired to secure Breeders’ Cup sponsors, acquires Sport Signage
The Team, the international sports agency formerly known as Wasserman, has been appointed by Breeders’ Cup Limited to provide commercial …
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Glasgow 2026 unveils Bupa as health partner
The organizing committee of the upcoming 2026 Commonwealth Games has added international healthcare group Bupa to its growing list of …
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ATP renews TikTok agreement, Roland Garros finals inspire WBD Europe gains
Tennis’ elite ATP Tour has announced the expansion of its content partnership with social media platform TikTok, with the continued …
