This weekend's Diriyah E-Prix offers an opportunity for Saudi future-city project NEOM to reboot its sponsorship strategy after it lost two key deals in the esports sector. But will a partnership with the Mercedes EQ team succeed in repositioning the Kingdom? Ben Cronin talks to sports partnership director Neal Coupland.
Blast follows Riot Games in cancelling NEOM partnership
Esports tournament organiser Blast has mutually terminated its deal with Saudi future city project NEOM in response to anger from teams, staff and fans. Callum McCarthy examines where the deal went wrong.
Georgiou: Electric GT strategy demonstrates value of Discovery+
Andrew Georgiou, president of Discovery-owned broadcaster Eurosport, tells Adam Nelson about the company's investment in the FIA Electric GT Championship series and describes how the launch of Discovery+ earlier this year has given the company a platform to "connect all the different stories we're telling."
BWT expands F1 presence with title sponsorship of upcoming Austrian GPs
Formula 1 has signed up water treatment supplier BWT as title sponsor of its two upcoming grand prix events in Austria
Verizon named title sponsor of Nascar Cup Series race on IMS road course
American telecommunications giant Verizon has secured a multiyear partnership with Indianapolis Motor Speedway to become the title sponsor of the Nascar Cup Series race on the IMS road course, starting …
Credit Karma to title-sponsor Nascar Xfinity Series race in Atlanta
Credit Karma Money has secured a wide-ranging partnership with Speedway Motorsports to become the title sponsor of the Nascar Xfinity Series race at Atlanta Motor Speedway on July 10.
Big Machine Vodka to title-sponsor IndyCar race at IMS road course
Big Machine Vodka Spiked Coolers will become the title sponsor of the NTT IndyCar Series race at Indianapolis Motor Speedway’s road course on August 14.
Sports NFTs look to establish staying power
Blockchain-backed digital collectibles, having taken global sports industry by storm, now look to show they are not just the latest technological flash-in-the-pan. US Editor Eric Fisher reports
Alibaba-owned Daraz leverages cricket to power emerging e-commerce platform
Alibaba-owned online shopping platform Daraz is using the acquisition of Bangladesh Cricket Board rights to drive audiences to its site. Kevin McCullagh asks if the experiment could provide a new
Mark Tatum on the NBA’s pursuit of global growth
In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Mark Tatum, National Basketball Association deputy commissioner and chief operating officer. Eric and Chris also discuss the National Football League’s developing plans in Germany, Major League Baseball’s rising on-field integrity and competition issues, heightened activity in the global data market, and recommended expansion for the College Football Playoff.
Sabran: CAA Eleven has exceeded Euro 2020 sponsorship sales target
On the eve of Euro 2020, Uefa's head of sponsorship and licensing, Guillaume Sabran, tells SportBusiness that its sponsorship agency for national team events, CAA Eleven, has exceeded its sales targets for the delayed tournament.