Fan Engagement

Procter & Gamble's Secret deodorant is continuing its support of women's soccer in the United States by committing $200,000 to purchase 9,000 tickets to National Women’s Soccer League games for the re…

Baseball replaces legacy system that was part of BAMTech sale to Disney

Affiliated minors top 40 million in attendance for 15th straight year

The revamped XFL will introduce premium seating on the sidelines of its games, Elevate Sports Ventures chief executive Al Guido has revealed

Capital One Arena, the home arena of the National Hockey League's Washington Capitals and National Basketball Association's Washington Wizards, expects to generate a million additional visitors per year …

Baseball's recent run of dealmaking in legal wagering space extends to chance-based lottery games

The National Football League has entered into a partnership with message board platform Reddit, which will include exclusive 'Ask Me Anything' (AMA) discussions with NFL personalities as part of a broader …

The National Hockey League is confident its new puck and player tracking system will be ready for the 2019-20 post-season despite dropping Jogmo World Corp as its primary technology partner

The Tokyo Organising Committee of the 2020 summer Olympic and Paralympic Games has confirmed it will trial the use of snow machines as the latest means to address concerns over the high heat levels expected…

Stadium designers are increasingly turning toward psychological and anthropological research to guide the development the next generation of NFL facilities and create comfortable, as well as Instagram-able, venues. Randy Williams reports.

The International Ski Federation is ramping up its global engagement efforts as it builds towards Beijing 2022, with its secretary general, Sarah Lewis, describing China as “the biggest opportunity for winter sports in the last 50 years”. Adam Nelson reports on how FIS is using its digital strategy to encourage consumers to take to the slopes.

Surrey County Cricket Club has seen a surge in ticket sales thanks to England’s victory in the ICC Cricket World Cup and a new family zone at the Kia Oval. Chief executive Richard Gould talks to Ben Cronin about the club's commercial successes and offers his take on the ECB Hundred.

Legal battle revives tension that previously existed between the MLB club and the design firm that helped create iconic character.

In an attempt to grow its fanbase and reach non-core fans, Nascar is helping to create a new multicam situation comedy series on streaming service Netflix, which will be released in 2020

Tokyo-based firm to aid league with immersive Ultra Reality Viewing video technology, sponsor MLB Network's Ballpark Cam

The Minnesota Vikings have hired digital agency Seven League to run bespoke Instagram, Facebook and Twitter channels for the NFL team in the United Kingdom and Germany for the forthcoming season.

New research carried out by YouGov and financial services company Barclays has found a surge in interest in women’s football after this year’s Fifa Women’s World Cup. A

European football’s governing body Uefa is reportedly set to approve St. Petersburg, Munich and London as hosts of the three Champions League finals spanning the 2020-21 to 2022-23 seasons.

LaLiga North America has brought in digital content creator Jimmy Conrad to aid its efforts to grow in the United States

Racing series sees sizable boost from 10-part documentary series

SRO-level turnout continues strong post-Women's World Cup boost for NWSL

League marketing effort uses baseball's deep connection with food to target non-core fans

Team names, logos more restrained than those used for spring football league's original incarnation

Italian Serie A football club AC Milan has launched a new mobile application, claiming it will set a first for the domestic game by offering a free live stream of today’s (Monday’s) friendly match at …

Italian Serie A club Juventus has revealed that a digital campaign timed to coincide with its tour of Asia in July garnered 50 million video views and 790,000 engagements while the club was in the region

The organising committee for the Tokyo 2020 Olympic and Paralympic Games has today (Monday) finalised its selection of 30 ‘Live Site’ venues by adding one more destination to the previously announced lis…

English Premier League football club Manchester City has moved to play down reports that it will seek to employ facial recognition technology to aid ticketing systems at its Etihad Stadium

NHL expands fan tour after initial entry to Europe last year

NFL taps powerful hip-hop mogul for key areas of entertainment, community involvement

The Italian Football Federation (FIGC) has signed a multi-year agreement with Italian ticketing company Vivaticket

Italian club Juventus and their kit sponsor Adidas have launched a limited "Shanghai edition" away jersey with Chinese elements

The International Cricket Council has released the final digital content viewing figures for this year’s men’s Cricket Word Cup in England, revealing record-breaking levels of digital engagement for a c…

Marketing effort to again feature player nicknames on jerseys, customized uniform accessories

In an effort to further engage fans, NBC Sports Washington and the Washington Redskins are collaborating to bring live interactive, predictive-gaming telecasts of the National Football League team’s f…

French football league Ligue 1 has signed Chinese former world sprint swimming champion Ning Zetao as a sporting ambassador

National Women's Soccer League team Sky Blue FC has announced that its Sunday, August 18, game against Reign FC has been moved to the 25,000-capacity Red Bull Arena in Harrison, New Jersey

The NBA is looking to leverage the new – and much-hyped – in-town rivalry between the Los Angeles Lakers and Los Angeles Clippers by reportedly scheduling games between the city rivals on Opening Day of …