China being the epicenter of the pandemic Covid-19, the sports industry there is worst affected. The success of Tokyo Olympics has brought hope for China which has an ambition to make sports a $770 billion industry by 2025. The Playknox spoke with Greg Turner, Founder & Managing Director of Shenzhen High Performance Event Management to […]
Liqui Moly named as main partner of the National Handball League
German manufacturer of oils, lubricants and additives for engines, Liqui Moly will become the main partner of the National Handball League as of July 1st, for a period of 5 years. Through this partnership made through the agency Sport & Co, the brand associates its name with that of the LNH and in particular the […]
The ATP extends partnership with Lacoste until 2023
The ATP and Lacoste have signed a multi-year extension of their highly successful partnership. The agreement will see Lacoste transition into an Official Supplier of the ATP Tour, through 2023, following a long-standing partnership with the Nitto ATP Finals, the ATP’s season-ending finale. The new agreement will see Lacoste become the Official Outfitter and Official […]
UCI and Eurosport Events unveil The UCI Track Champions League
Cycling’s governing body the Union Cycliste Internationale (UCI) and Eurosport Events have now unveiled the official name, logo, short introductory film, revised schedule and brand ambassadors for their new track cycling series set to debut a year today. The UCI Track Champions League – the project for which was presented in March 2020 under its […]
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 […]
Under Armour to sell the MyFitnessPal platform to Francisco Partners
Under Armour has entered into a definitive agreement to sell the MyFitnessPal platform to Francisco Partners. “As part of our ongoing transformation, we are committed to actively managing our business to ensure that our strategies and assets are prioritized to connect even more deeply with our target consumer – the Focused Performer,” said Under Armour […]
Dallas Mavericks signs BioSteel as official sports drink partner
BioSteel signed a multi-year partnership with the Dallas Mavericks as the team’s official sports drink partner. The multi-year agreement includes prominent BioSteel branding at the American Airlines Center for all Mavericks’ home games, in addition to naming rights and signage at the team’s state-of-the-art BioSteel Practice Facility. Brand integration at these facilities will include a […]
EFL names Papa John’s as the official title sponsor
The EFL and Papa John’s have announced a three-year deal that will see the UK pizza takeaway company become the Official Title Sponsor of the EFL Trophy. The exclusive partnership, which will run until at least the end of the 2022/23 season, sees the competition, become known as the ‘Papa John’s Trophy’ with immediate effect. […]
AFC Wimbledon appoints SecuTix as new ticketing partner
AFC Wimbledon has kicked off a five year partnership with cloud-based ticketing solution SecuTix, rolling out a new ticketing system designed to provide a best in class supporter experience across both digital and mobile. This appointment is part of the Club’s programme of digital transformation and supports their move to a brand-new stadium at Plough […]