EFL signs PUMA as the official match ball

Global Sports brand PUMA has become the official match ball supplier of the English Football League. The long-term agreement with the EFL will commence from the start of the 2021/22 season and will see PUMA produce the official match ball for all EFL competitions, including the Sky Bet Championship, League One, League Two, Carabao Cup […]

IOC to introduce a new global hospitality model

The International Olympic Committee (IOC) HAS announced that the IOC, the International Paralympic Committee (IPC), and the Organising Committees of the Olympic Games and Paralympic Games (OCOGs) Paris 2024, Milano Cortina 2026 and LA28 will together introduce a new global hospitality model. Fans and stakeholders will have access to unique ticket-inclusive travel and hospitality experiences […]

Cristiano Ronaldo partners with Therabody

Therabody, the global leader in tech wellness and the creators of the Theragun, announced today professional footballer Cristiano Ronaldo as the company’s newest Therabody Athlete.   The partnership also marks the release of Therabody’s largest global ad campaign to date, which will launch in the United States, United Kingdom, Europe, Canada, Australia, China, and Japan.   Known around […]

NHL strikes partnership with Shavelogic

Shavelogic is now an official NHL partner in the U.S., marking the company’s first tie-in with a professional sports league, and it will be connected to the league and its events, fans and players through the NHL’s digital, marketing and social channels. NHL fans will gain access to exclusive offers to experience Shavelogic’s SL5 razor. […]

MLS signs a multi-faceted deal with Procter & Gamble

Procter & Gamble has announced a multifaceted partnership with MLS. Consistent with its other major sports partnerships, P&G looks forward to engaging passionate fans and also collaborating with MLS on efforts to support local communities and increase equity in sports and society. The agreement comes during a time of significant growth for the League, and […]

Women’s tennis content is twice as likely to reference a player’s age , says ITF research

The ITF has announced the results of a first-of-its-kind global research project examining sports  gender equality across the media and social media, commissioned as part of its ITF’s Advantage All  gender equality strategy, which is supported by the Foundation for Global Sports Development.  Conducted and delivered by Ipsos MORI, the research explored how the representation […]

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