Lululemon, the Canadian multinational athletic apparel brand, has been named as the new ‘Official Outfitter’ of the Canadian Olympic and Paralympic teams in a deal running from 2022 to 2028.
The UK government's review of its gambling law is likely to result in an outright ban on sponsorships by so-called ‘white label’ betting brands from overseas markets, particularly in Asia.
The IMG agency has begun selling centralised international broadcast rights to the Confederation of African Football’s (Caf) qualifiers for the 2022 World Cup following a recent agreement struck with w…
Electric off-road motorsport series Extreme E has outlined a provisional calendar for its second season next year, with plans to visit a possible four continents
French oil and gas company TotalEnergies will continue to serve as the title sponsor of major events organised by the Badminton World Federation as part of an extended deal brokered by the Infront agency
Only Montreal, Vancouver are outliers as league returns to more normal attendance
The European Club Association has expressed its “grave concern and alarm” at Fifa’s proposal to make the World Cup a biennial event and believes the plans would have a “direct and destructive” impact on…
The National Hockey League's Chicago Blackhawks have brought in Detroit, Michigan-based tire and vehicle service retailer Belle Tire as the team's new helmet partner
English Premier League club West Ham United has signed flash reflex training company BlazePod as a supplier. The brand takes the designation of 'Official Visual Reaction Training Supplier'.
The Spanish Football Federation (RFEF) is said to be close to finalising an agreement for the free-to-air broadcast of matches from the Primera División de la Liga de Fútbol Femenino, the top division o…
The Sportfive agency has teamed up with video game developer Ubisoft to develop an in-game integration of a Hamilton watch as part of the soon-to-be-released Far Cry 6 title
Supermarket chain Lidl has become a main sponsor of the Swedish Ice Hockey Association (SIF) in a five-year agreement
The American Futsal League has chosen Oslo-based live sports streaming platform Joymo as its official live streaming partner in a multi-year deal that begins in 2022
Global technology consulting firm Capgemini has become a major Ryder Cup sponsor in a six-year deal, starting this year as a worldwide supplier, and upgrading to a worldwide partner from the 2023 event…
Global cryptocurrency exchange FTX has strengthened its expansive sports sponsorship portfolio by striking a multiyear deal with the Mercedes-AMG Petronas Formula 1 team
The National Hockey League and leading global sports retailer Fanatics have opened a new 9,000-square-foot NHL Shop flagship store in New York City.
Steve Elworthy, managing director of events and special projects for the England and Wales Cricket Board (ECB), has been appointed as the new chief executive of Surrey County Cricket Club
Attorney and former union consultant to succeed retiring Roberts
Organisers of the Badminton Horse Trials have signed up confectionery company Mars Incorporated and its equestrian sponsorship brand, Mars Equestrian, as its new presenting sponsor
Uefa has tried to create a more equitable solidarity payments model for its men’s club competitions, increasing the sums paid to smaller associations, and has approved substantial increases in prize m…