Nordics

Most of the planet's inhabitants who have access to a television set will be watching the Sydney Olympics, according to viewing projections released by the IOC.

Kellogg's and the National Basketball Association have signed a multi-year sponsorship agreement.

English soccer club Leeds United has joined forces with two of Scandinavia?s largest retail distributors in a bid to increase brand awareness and maximise marketing opportunities worldwide.

Fox Kids Europe, the pan-European children?s entertainment company, and interactive sports content provider Sportal have signed a long-term agreement to launch dedicated children?s sports sites.

NHL International, in conjunction with ESPN International, will distribute the 2000 NHL

Olympics boss Juan Antonio Samaranch has launched a scathing attack against media critics who have called for him to quit over the Salt Lake City corruption scandal.

Representatives from FIFA, UEFA, Europe's leading clubs and the players' union met on Tuesday to discuss proposed changes to soccer's transfer system but were unable to reach any agreement.

Universal McCann Event, McCann Erickson?s sports marketing department in Paris, has brokered a partnership agreement between Federation Aeronautique Internationale (FAI), the world governing body for air sports, and Discovery Wings Channel, the North American channel for air sports enthusiasts.

Mobile phone crazy Swedes will be able to follow the fortunes of their national team in the European soccer championships through their handsets, Swedish wireless services innovator Goyada said on Friday.

Soccer sportswear manufacturer Umbro has added Norway striker Tore Andre Flo - who scored in last night's improbable 2-1 win against world champions Brazil - to its list of sponsored stars.

Leading global soccer star web site control Icons Worldwide Limited (Icons) has added a host of major players to its portfolio with the acquisitions of Sportprofiles International Limited and Futbolweb SA, a subsidiary of Canal 21, both leading internet sports companies.

Turin have beaten the Swiss favourites Sion to host the 2006 Winter Games in the first selection of a host city since the Salt Lake City bribery scandal.

Britain's Home Secretary Jack Straw will today announce proposals to tackle the "yob culture" of soccer hooligans before the start of World Cup qualifying matches in October.

Just five players from outside the British Isles made it onto the Football League's list of '100 legends' when it was announced to mark the league's centenary season.

Boxing heavyweight champion Hasim Rahman will defend his titles in August in Beijing, his promoter has confirmed.

Britain's five-times Olympic rowing champion Steve Redgrave is hoping to launch a new Formula One-styled championship for the sport.