SA Rugby inks AfriSam renewal, Monster Energy partnership
The South African Rugby Union governing body (SA Rugby) has continued to strengthen its sponsorship portfolio after securing new deals …
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Premier Padel, Hexagon Cup join forces to swing for Olympic inclusion
The international Premier Padel series, and the Hexagon Cup annual padel tournament, have announced a new strategic partnership aimed at …
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MSC Cruises continues to ride F1 wave with Alpine, Ferrari-Ambipar partner
Cruise operator MSC Cruises has enhanced its presence in motor racing’s Formula 1 (F1) series through a new partnership with …
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Canal Plus expands Samsung partnership
International pay-TV broadcaster Canal Plus has extended its partnership with global electronics giant Samsung as it looks to increase its …
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Audi in as partner of Sky Sports’ F1 coverage
German automotive brand Audi has signed a three-year sponsorship deal with UK pay-TV heavyweight Sky Sports.Through a tie-up unveiled today, …
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Atlassian: Williams sponsorship a “unique opportunity”
Atlassian chief revenue officer Brian Duffy has called its newly announced title sponsorship of Formula 1 motor racing team Williams …
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Arsenal, PSG and Bayern Munich must revisit Rwandan sponsorship links
Visit Rwanda has been actively involved in the global sports sponsorship market since 2017 when it became Arsenal’s first official …
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SURJ completes DAZN minority stake acquisition
SURJ Sports Investments, the sports arm of Saudi Arabia’s Public Investment Fund (PIF) sovereign wealth investment vehicle, has finalized a …
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ICC and Dubai’s Sobha Realty in global partnership
The International Cricket Council (ICC) has brought in Dubai-based real estate developer Sobha Realty as a new global partner for …
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Lexus prolongs ATP, LTA sponsorship deals
Lexus, the Japanese luxury car brand, has renewed its sponsorship deals with men’s tennis’ ATP Tour and the UK’s Lawn …
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Aston Martin F1 expands Ma’aden deal, brings in Coinbase
The Aston Martin Formula 1 (AMF1) motor racing team has further bolstered its commercial portfolio ahead of the 2025 season with …
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Further legal blow for EPL, tribunal denounces 2021-24 APT rules as “void”
English soccer's top-tier Premier League (EPL) has had the entirety of its 2021-24 regulations around Associated Party Transactions (APT) declared …
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YouTube TV strikes Paramount distribution deal, expands NBA tie-up in India
YouTube TV, the streaming service owned by internet giant Google, has secured a new distribution contract with media giant Paramount …
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Crypto company Tether takes minority stake in Juventus
Digital asset issuer Tether, which produces a type of stablecoin cryptocurrency, has bought a minority stake in Italian soccer giants …
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LIV Golf extends hosting deal with Adelaide, secures NZ coverage with TVNZ
LIV Golf and the South Australian state government have announced an agreement to keep Adelaide as the exclusive home of …
