Liverpool FC has signed a new global partnership with American fashion brand TOMMY HILFIGER, bringing together two cultural icons to present a style vision for the next era of the game.The first-of-its-kind partnership will see the curated TOMMY HILFIGER style expressed across LFC, with the brand’s modern American classics worn across campaigns and select matchdays. […]
KKR Enters Sports & Secondaries Market With $1bn Arctos Partners Acquisition
Global investment giant KKR & Co. has agreed to acquire Arctos Partners in a landmark deal that values the specialist sports and secondaries investment firm at approximately US$1 billion, with performance-based incentives potentially lifting the valuation to US$1.5 billion, according to sources familiar with the matter. The transaction will see Arctos’ existing leadership team remain […]
WSL Football signs Mercede-Benz UK as official automotive partner
Mercedes-Benz UK is the new Official Automotive Partner of WSL Football, covering both the Barclays Women’s Super League (Barclays WSL) and Barclays Women’s Super League 2 (Barclays WSL2). The exclusive multi-year partnership comes into effect on 7 January 2026. As part of this partnership, Mercedes-Benz UK also becomes the Presenting Partner of the first ever […]
Beverages on Top, Tech Still Catching Up: What 2025’s Sports Sponsorship Verticals Tell Us
Global sports sponsorship spend did not slow down in 2025—it recalibrated. According to data from SPORTFIVE, brands continued to invest heavily in sport, but the pattern of spend reveals a clear strategic shift. Rather than chasing blanket visibility, sponsors are prioritising relevance, alignment, and long-term value creation. The result? Some familiar categories remain dominant, while […]
How AI, Capital and Fans Will Quietly Redesign the Sports Industry In 2026
The sports industry is entering a defining phase. Not driven by hype, but by clarity. Artificial intelligence is no longer a crystal ball promising the future—it is becoming a clear lens, helping stakeholders understand why change is happening and where value will be created next. As we look toward 2026, the global sports ecosystem is […]
From Kalshi to Baller League: Mapping the $4B Sports Investment Surge of 2025
Sports investment surged past the $4 billion mark in 2025, underlining a powerful shift in how capital is flowing into the global sports ecosystem. From athlete performance and fan engagement to betting, wellness, creator-led leagues and community sport, investors are backing platforms that sit at the intersection of sport, technology, media and culture. The funding […]
DAZN acquires broadcast rights for Kings League competitions in 2026
DAZN, the world’s leading sports entertainment platform, has acquired broadcast rights for Kings League competitions in 2026, adding to the platform’s growing portfolio of innovative football formats. Kings League, the groundbreaking, creator-led league founded by Gerard Piqué that blends football, streamer culture, and digital-first fan experiences, is one of the world’s most dynamic and engaging […]
Leeds Beckett University and Indian Sport Management Association Announce Strategic Partnership for Indian Sport Management Conference 2025
The Indian Sport Management Association (INSMA) and Leeds Beckett University (LBU), acting on behalf of its renowned Carnegie School of Sport, have signed a Memorandum of Understanding (MoU) to establish a strategic partnership for the upcoming Indian Sport Management Conference 2025, scheduled for December 18–19, 2025, at Jio Institute, Navi Mumbai. Under this collaboration, […]
IBA Forum Welcomes Trump Jr., Pacquiao, and Rasheda Ali in Call for Unity in Sport
The International Boxing Association (IBA) hosted its Sport + Business Forum in Istanbul, bringing together leaders from sport, business, and culture to discuss the future of boxing and its place in society. IBA President Umar Kremlev opened the forum with a call to keep sport above politics and focused on opportunity, fairness, and development. “Sport […]
KP Snacks becomes official team partner of ECB
The ECB and KP Snacks have announced a new partnership with England Cricket, to become the Official Team Partner. KP Snacks’ brands will feature on England match kits, with the new shirts making their debut at the England Women’s Vitality IT20 against West Indies at The Spitfire Ground, Canterbury, on 21 May 2025. This new […]