Formula 1 and Nestlé have announced a new multi-year partnership making KitKat the Official Chocolate Bar of Formula 1. The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula F1 fans can look forward to consumer activations, promotional prizes and immersive fan zones at […]
Ferrari drives away with IBM fan engagement partnership
IBM has entered into a multi-year agreement with Ferrari S.p.A. to become the official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, the most renowned Formula 1 team, starting in 2025. The partnership brings together two iconic and enduring brands, both driven by a passion for innovation and a commitment to progress. IBM […]
Saudi Arab’s PIF acquires 54% stake in MBC Group for $2bn
Saudi Arabia’s Public Investment Fund (PIF) has agreed to acquire a 54 percent stake in MBC Group for SAR7.5 billion ($2 billion). The fund will buy Istedamah Holding Company’s entire stake through a private transaction priced at SAR41.60 per share, MBC Group said in a statement to the Saudi stock exchange on Sunday. The transaction is subject to several […]
FIFA signs Hisense as official partner for the FIFA Club World Cup
Global consumer electronics and home appliance brand, Hisense, has been named as the first Official Partner of the new FIFA Club World Cup. The announcement continues the brand’s strong affinity with sports sponsorship following its global partnership for two consecutive FIFA World CupsTM and three UEFA European Championships. The new FIFA Club World Cup 2025™ will […]
Manchester United inks beer partnership with Tiger Beer
Tiger Beer becomes the Official Beer Partner of Manchester United, bringing together the iconic Asian Brewer and one of the most popular and successful sports teams in the world, to enhance experiences and deepen engagement with United fans globally. The partnership launches at an exciting moment in Tiger Beer’s bold brand evolution, heralding a new […]
New York Knicks onboards ‘Experience Abu Dhabi’ as official patch partner
Madison Square Garden Sports Corp. (NYSE: MSGS) (“MSG Sports”) and the Department of Culture and Tourism – Abu Dhabi (“DCT Abu Dhabi”) have announced a new marketing partnership naming ‘Experience Abu Dhabi’ as the Official Patch Partner of the New York Knicks, forging a significant integration between DCT Abu Dhabi and one of the most […]
Formula 1 signs luxury brand LVMH as global partner
Formula 1 has announced that luxury brands group LVMH will become a Global Partner in 2025 – when the sport will be celebrating its 75th anniversary. The new 10-year deal will include several of LVMH’s iconic Maisons, including Louis Vuitton, Moët Hennessy and TAG Heuer. A statement from Formula 1 and LVMH described the deal […]
Chelsea FC drives away with Linglong Tire deal
Chelsea Football Club has unveiled Linglong Tire, the global tyre manufacturer, as our new official global tyre partner on a multi-year deal. Shandong Linglong Tire Co., Ltd. is a leading Chinese tyre manufacturing company. The company’s products are exported to 173 countries across the world, covering Europe, the Middle East, the Americas, Asia Pacific […]
Manchester United inks extension with Qualcomm Technologies
Qualcomm Technologies, Inc. and Manchester United have triggered the extension of their principal shirt partnership which will now run until 2029. The extension follows record-breaking home, away and third shirt launches which feature the Snapdragon brand on the front of a Manchester United shirt for the first time. Snapdragon is Qualcomm Technologies’ consumer brand of […]
FIFA signs Bank of America as Official Bank Sponsor of FIFA World Cup 26
FIFA has signed Bank of America as its Official Bank Sponsor of FIFA World Cup 26. The historic partnership underscores the global financial institution’s commitment to promoting wellness, supporting the pursuit of excellence and making a human connection and community impact through the power of sport. Through this new partnership, FIFA and Bank of America […]