Matthew Glendinning

Sportswear manufacturer Adidas has upgraded it full-year outlook after a strong first quarter in 2021

The American owners of Premier League club Manchester United have signalled their intention to give fans a greater say in the club’s future in the wake of the aborted European Super League project.

Brazilian Série A football club Fluminense has reached a kit branding agreement with the Gazin Group – one of the largest business groups in the country.

HyperX, the gaming division of Kingston Technology Company, has become a founding partner of Riot Games’ Valorant Champions Tour.

A Manchester United supporters’ group has threated to “boycott products and tarnish brands” of the club’s sponsors in an online protest against the Glazer family, which owns the club. In

Blockchain provider Chiliz has signed up the Ultimate Fighting Championship mixed martial arts organisation to launch UFC fan tokens on the mobile app Socios.com

Coffee brand Lavazza has renewed its long-standing sponsorship relationship with the UK’s Ascot Racecourse.

Logistics company DHL has extended its official logistics partner contract with esports organisation ESL Gaming

Champions League sponsors and major agencies were not consulted ahead of the European Super League’s failed launch last month

Swiss watchmaker Maurice Lacroix has become the new official timekeeper of the World Triathlon Championship Series in a two-year deal

Socios.com has signed its first deal with the NHL's New Jersey Devils as the fan token business is investing in a $50m US expansion plan targeting the five main sport leagues. Matthew Glendinning reports.

Premiership Rugby club Wasps has signed a club-record technical and retail deal with Danish sportswear brand Hummel