Adidas upgrades outlook as DTC business takes off, major events to boost sales
Sportswear manufacturer Adidas has upgraded it full-year outlook after a strong first quarter in 2021
Manchester United owners offer to share ‘key decisions’ with fans, as major sponsorship deal collapses
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.
Gazin Group adds Fluminense to Brazilian football club portfolio
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 signs up with Valorant Champions Tour in CAA Sports-brokered deal
HyperX, the gaming division of Kingston Technology Company, has become a founding partner of Riot Games’ Valorant Champions Tour.
Manchester United fans target sponsors in ramp-up of protest against club owners
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.
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UFC joins Socios.com as fan token offering expands in the US
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
Lavazza renews with Ascot Racecourse for three more years
Coffee brand Lavazza has renewed its long-standing sponsorship relationship with the UK’s Ascot Racecourse.
ESL follows Intel renewal with extension and expansion of DHL deal
Logistics company DHL has extended its official logistics partner contract with esports organisation ESL Gaming
Sponsorship left out of European Super League rights equation
Champions League sponsors and major agencies were not consulted ahead of the European Super League’s failed launch last month
Maurice Lacroix watch brand added to World Triathlon portfolio
Swiss watchmaker Maurice Lacroix has become the new official timekeeper of the World Triathlon Championship Series in a two-year deal
New Jersey Devils deal starts US charm offensive for Socios.com
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.
Hummel to replace Under Armour at Wasps in record deal
Premiership Rugby club Wasps has signed a club-record technical and retail deal with Danish sportswear brand Hummel