The Scottish FA has extended its partnership with global sports brand Adidas until 2028. The extension to the current partnership will see adidas’ role as the Scottish FA’s official kit supplier continue into its 18th year. It follows men’s national team’s recent success in Group B of the UEFA Nations League, which saw them […]
Byju’s name ITW Sports as the global activation partner for cricket and football world cups
ITW Sports Inc, a US based sports consulting firm was named as the official Global Activation Partner by Ed-tech giant BYJU’S for the upcoming ICC Cricket World Cup and FIFA Football World Cup. The announcement comes on the back of major sponsorships deals that the Bangalore-based company has signed in the recent past, including […]
BCCI implements pay equity policy for women cricketers
BCCI has taken its first step towards tackling discrimination by implementing pay equity policy for the contracted BCCI Women cricketers. The match fee for both Men and Women Cricketers will be same as BCCI moves into a new era of gender equality in 🇮🇳 Cricket. The BCCI Women cricketers will be paid the same […]
Borussia Dortmund joins forces with Built For Athletes for bespoke backpacks
Fitness brand Built For Athletes and Borussia Dortmund, one of the most popular teams in the German Bundesliga have joined forces with the release of an exclusive, limited edition Borussia Dortmund branded sports backpack. Built For Athletes specialise in backpacks and fitness accessories for both elite and everyday athletes. The UK-based company, founded by […]
FC Barcelona inks global deal with Mexican baking brand Bimbo
FC Barcelona and Grupo Bimbo have signed an agreement which makes the Mexican food company and the world’s largest baking company, a Global Partner of the club and the Main Partner of the FC women’s football team, who will wear the global brand BIMBO® on their shirt sleeves. The deal also includes La Masia, […]
Six Nations Rugby to enhance viewing experience with Sage
Six Nations Rugby, the official organising body responsible for the biggest annual international rugby competitions, has announced an exciting new partnership with Sage, a global leader in software technology. The partnership will bring rugby fans even greater insights into the game; enhancing their viewing experience through real time data and analytics captured through smart […]
LA Clippers unveil direct-to-consumer streaming platform ClipperVision
The LA Clippers, in a first have unveiled a direct-to-consumer streaming platform, ClipperVision, that will stream more than 70 games live in-market games in its first season. Priced at $199.99 for the season, the platform aims to enhance the live game-watching experience through augmented reality and alternate-language commentary options. It will launch with six […]
Globant to create new digital experiences for FIFA
FIFA has struck a multi-year agreement with digital consultant and software provider Globant to supercharge the growth of the FIFA+ streaming platform and support football’s flagship events, starting with the FIFA World Cup Qatar 2022™. Globant will be the Global Platform Supporter of FIFA+, the game-changing digital destination launched earlier this year. As part of […]
Glenn Murray and Fara Williams kick-off the Utilita Kids and Girls Cup
Glenn Murray and Fara Williams MBE joined over 100 young aspiring footballers at Milton Keynes Dons yesterday to officially kick-off the 2022/23 season of the Utilita Kids and Girls Cup, two of the country’s biggest national football tournaments for junior schoolchildren. The finals of each competition take place at Wembley Stadium, giving players a […]
MLB inks first CBD deal with Charlotte’s Web
Charlotte’s Web Holdings, Inc. (“Charlotte’s Web,” “CW” or the “Company”), the market leader in hemp-derived CBD products has jointly announced with Major League Baseball (“MLB”), a first of its kind exclusive multi-year strategic partnership that opens increased CBD visibility to their professional athletes, millions of fans and communities. The rigorous approval process that brought […]