Real Madrid commit to EuroLeague despite NBA Europe pursuit
Real Madrid, the Spanish heavyweight basketball team, committed to playing in the elite EuroLeague club competition for the next 10 …
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MotoGP taps CAA Sports to lead global sponsorship push
MotoGP, the international motorcycle racing series, has appointed CAA Sports, the sporting arm of the international commercial agency, as its new …
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PWHL welcomes investment from Kilmer and Ilitch sports ownership firms
The PWHL, the nascent major women's ice hockey league in the US and Canada, has brought in outside investment for …
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Podcast: The Business of Adidas at the FIFA World Cup 2026
As soccer continues to exert its global cultural dominance, soccer kits remain a hot topic that spans industries, crossing over …
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Coca-Cola named as 2027 men’s Rugby World Cup sponsor
Soft drinks giant Coca-Cola has been unveiled as the latest sponsor of the 2027 men’s Rugby World Cup.Through the agreement, …
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Bundesliga adds Polymarket as regional partner in Relevent-brokered deal
German soccer’s top-tier Bundesliga has struck a new agreement with prediction-wagers business Polymarket in the US ahead of the 2026-27 …
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Canal Plus and Samsung expand distribution partnership
Heavyweight international broadcaster Canal Plus has extended and expanded its tie-up with Samsung Electronics.This collaborative effort between the two firms …
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NBPA revamps commercial arm with PLYRS UNTD launch
The National Basketball Players Association (NBPA), the labor union for members of the elite US basketball competition, has revamped its …
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F1’s Racing Bulls tap Salesforce for AI fan engagement
The Racing Bulls Formula 1 (F1) motor racing team has announced a new partnership with Salesforce, the customer relationship management …
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World Boxing teams up with Joymo to launch streaming service
World Boxing, the rebel governing body launched in April 2023, has partnered with live sports streaming platform Joymo to launch a direct-to-consumer …
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Protocol Sports lands production, distribution rights for Ju-Jitsu events
The Ju-Jitsu International Federation (JJIF) has agreed a wide-ranging media rights distribution deal with Protocol Sports Marketing, the Canada-based international sports marketing …
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Thailand’s TrueVisions ties-up ASEAN competitions ahead of 2026 Hyundai Cup
TrueVisions, the prominent pay-television broadcaster in Thailand, has acquired the rights to next month’s ASEAN Championship in a last-minute deal that …
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Monzo in as latest partner of The Hundred
UK online bank Monzo has been brought in as a new commercial partner of The Hundred, the short-format domestic cricket …
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Major League Cricket 2026 aired by Sky in UK
UK pay-TV heavyweight Sky has snapped up rights to the 2026 edition of Major League Cricket (MLC) in the US, which …
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RBFA renews long-running Adidas kit deal through 2034
Adidas, the German sportswear giant, has renewed its technical kit partnership with Belgium’s soccer governing body through 2034.A partner of …
