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."
Formula E extends with Bosch through season 10
Electric motor racing series Formula E has signed a renewal to its sponsorship contract with engineering and technology company Bosch
WRC signs Forum8 as brand grows motorsport presence
The World Rally Championship has signed 3D simulation software company Forum8 as a sponsor, making it an official partner of the WRC and further developing the brand's presence in motorsport
Nascar, Built Brands strike multiyear partnership
US stock car racing series Nascar has struck a multiyear partnership with Built Brands, in which Built Bar has been designated the organization's official protein bar
FTX adds Mercedes F1 team to expansive sponsorship portfolio
Global cryptocurrency exchange FTX has strengthened its expansive sports sponsorship portfolio by striking a multiyear deal with the Mercedes-AMG Petronas Formula 1 team
Chelsea FC targets non-football fans through consumer products division
David Rose, director of Chelsea FC’s new digital consumer products division, Chelsea Digital Ventures, tells SportBusiness how the unit is seeking to create new revenue streams and aggregate new customer datasets after launching three training, nutrition and health-related products in the last 18 months.
“Why wait when you have the right partner?” | How Capitals sealed first NHL jersey patch deal
Jim Van Stone, Monumental’s president of business operations and chief commercial officer, speaks to SportBusiness about the strategy in becoming a first-mover in the NHL's landmark new commercial category.
Ex-Liverpool CEO Moore sees future of sports broadcasting in Unity’s ‘metaverse’
Peter Moore has spent his career in video games with the likes of Sega and Xbox, and in football as the chief executive of Liverpool FC. His new role at 3D software developer Unity seeks to combine the two worlds, creating virtual recreations of real sporting events to democratise the viewing experience.
Brett Gosper on the NFL’s future plans in Europe
In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Brett Gosper, National Football League’s head of the United Kingdom and Europe. Eric and Chris also discuss a series of ongoing crises within the National Women’s Soccer League, the National Football League Players Association, and numerous facets of top-tier European football.