Cycling’s governing body the Union Cycliste Internationale (UCI) and Eurosport Events have now unveiled the official name, logo, short introductory film, revised schedule and brand ambassadors for their new track cycling series set to debut a year today. The UCI Track Champions League – the project for which was presented in March 2020 under its […]
Ajax extends collaboration with Mercedes-Benz and Stern
Ajax has extended its partnerships with Mercedes-Benz (as Official Car Sponsor) and Stern (as Official Car Supplier) until 2023, with the option for an extension until 2025. Over the next few seasons, the players, technical staff and management at Ajax will also be driven in Mercedes-Benz. As a Mercedes-Benz dealer, Stern will continue to supply […]
Formula E formalises alliance with Extreme E by becoming a minority shareholder
Formula E has become a minority shareholder in Extreme E – the radical new off-road motorsport which will see electric SUVs competing in remote ecosystems around the world. United in their founding purpose to counteract climate change by accelerating the adoption of electric vehicles, Formula E and Extreme E have a natural strategic alliance which […]
Under Armour to sell the MyFitnessPal platform to Francisco Partners
Under Armour has entered into a definitive agreement to sell the MyFitnessPal platform to Francisco Partners. “As part of our ongoing transformation, we are committed to actively managing our business to ensure that our strategies and assets are prioritized to connect even more deeply with our target consumer – the Focused Performer,” said Under Armour […]
Dallas Mavericks signs BioSteel as official sports drink partner
BioSteel signed a multi-year partnership with the Dallas Mavericks as the team’s official sports drink partner. The multi-year agreement includes prominent BioSteel branding at the American Airlines Center for all Mavericks’ home games, in addition to naming rights and signage at the team’s state-of-the-art BioSteel Practice Facility. Brand integration at these facilities will include a […]
EFL names Papa John’s as the official title sponsor
The EFL and Papa John’s have announced a three-year deal that will see the UK pizza takeaway company become the Official Title Sponsor of the EFL Trophy. The exclusive partnership, which will run until at least the end of the 2022/23 season, sees the competition, become known as the ‘Papa John’s Trophy’ with immediate effect. […]
AFC Wimbledon appoints SecuTix as new ticketing partner
AFC Wimbledon has kicked off a five year partnership with cloud-based ticketing solution SecuTix, rolling out a new ticketing system designed to provide a best in class supporter experience across both digital and mobile. This appointment is part of the Club’s programme of digital transformation and supports their move to a brand-new stadium at Plough […]
Vivo named as official partner of UEFA EURO 2020 and 2024
Vivo has announced a four-year deal with UEFA under which the Chinese smartphone manufacturer will become an official partner for UEFA EURO 2020 and UEFA EURO 2024 Vivo has been announced as an official partner for the next two editions of UEFA EURO, the Chinese company becoming the official smartphone provider for UEFA EURO 2020 […]
AC Milan renews partnership with StarCasino.sport
AC Milan have signed an extension of their partnership with StarCasinò.sport The innovative sports entertainment platform, part of the Betsson Group, will continue to be an AC Milan Official Partner for the next three years, until the end of the 2023 season. “A new way to experience football” is the foundation of the partnership, which […]
The Football Association unveils new women’s and girls’ football strategy
The FA’s new four-year strategy, titled Inspiring Positive Change, pledges to create a sustainable future for women’s and girls’ football in England. The strategy outlines The FA’s EIGHT transformational objectives to be achieved by 2024: EARLY PARTICIPATION – Every primary school-aged girl to have equal access to football in school and in clubs DEVELOPMENT PARTICIPATION […]