The ATP has launched its new global marketing campaign, This Is Tennis, marking a significant brand-shift for the Tour. The campaign promotes both players and tournaments with more dynamism, and a tone of voice that allows tennis to cut through with greater cultural relevance, particularly among the next generation of tennis fans. With the versatility […]
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 […]
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 […]
Mastercard renews UEFA Champions League partnership
Mastercard has announced the renewal of its UEFA Champions League partnership for the 2021–24 cycle, continuing its long-running relationship which began in 1994. The agreement also includes sponsorship rights for the UEFA Super Cup in 2021, 2022 and 2023. “Longevity is instrumental in building successful partnerships, and we are delighted to extend our relationship with […]
MLB signs Hyperice as its official recovery technology partner
Hyperice announced a multi-year partnership with Major League Baseball (MLB), which will include a future investment by MLB in the recovery technology category leader. The partnership demonstrates the commitment MLB has made to optimize player performance, mobility and recovery through innovative technology solutions from Hyperice. As part of the partnership, Hyperice and MLB will work […]
The FA unveils new Emirates FA Cup brand
The Football Association [The FA] has unveiled a new look for the Emirates FA Cup, the world’s oldest domestic cup competition. The new Emirates FA Cup brand is designed to celebrate the competition’s rich heritage and tradition with a fresh and premium look to be implemented across digital, print, physical and broadcast. The rebrand, which […]
Fanatics partners Rebel to expand licensed sports merchandise in Australia
Fanatics, the global leader in licensed sports merchandise has teamed up with Rebel, Australia’s leading retailer of sporting equipment, apparel and footwear and signed an innovative new deal that will provide sports fans across Australia with access to the most comprehensive range of licensed sports merchandise available anywhere in the country. Australian sport fans are […]
Riot Games signs Spotify as official audio streaming partner
Riot Games has agreed a new multi-year partnership with Spotify, making the music platform as the official audio streaming partner for LoL Esports global events: the World Championship, Mid-Season Invitational, and All-Star Event. Ahead of this year’s World Championship set to begin September 25, with the partnership Riot aims to create a unique and seamless […]
Uber Eats joins forces with PayPay in Japan
Uber Eats has joined forces with PayPay Mini App in Japan. As part of the partnership, Uber Eats has been added to the lineup of PayPay mini apps. This allows users to complete orders to payment within the PayPay app. The PayPay mini app allows customers to use the functions provided by other apps, such […]