Major League Pickleball and the PPA Tour’s VIBE Pickleball League have agreed to a strategic merger to unify the sport of pickleball as a global, co-ed, team-based league. This league will continue to live under the “Major League Pickleball” brand name and format. A joint statement by MLP and PPA stated: “Pickleball is […]
US Soccer agrees a multi-year renewal with Volkswagen
The U.S. Soccer Federation has signed a multi-year partnership extension with Volkswagen, maintaining Volkswagen as the presenting partner of U.S. Soccer including its Men’s and Women’s National Teams, Youth National Teams and Extended National Teams. “We’re incredibly proud to continue our strategic partnership with Volkswagen,” U.S. Soccer Chief Commercial Officer David Wright said. “VW […]
BYJU’s sign Lionel Messi to promote equitable education
BYJU’S, the world’s leading education technology company, today announced football star and global sports icon Lionel “Leo” Messi as the first global brand ambassador of its social impact arm, Education For All. Messi, who plays for Paris Saint-Germain and captains the Argentinian football team, has signed an agreement with BYJU’S to promote the cause […]
Celtic FC signs William Hill as betting partner
Celtic FC has announced that William Hill, one of the world’s leading sports betting brands, has become the club’s official in-stadium betting partner. The new partnership will see William Hill offering betting facilities at the iconic Celtic Park for the next two seasons. The agreement will bring an exciting element to Hoops fans’ matchday […]
NFL appoints Lucy Roberts as marketing director in the UK
The National Football League has appointed Lucy Roberts Hartley as its new Marketing Director in the UK. Following three sell-out NFL UK International Games in London during October 2022, Roberts Hartley will be dedicated to accelerating the growth of the NFL UK fanbase, with a focus on 12–24-year-old audience, through fan engagement, NFL events, […]
Redstrike to develop strategic commercial programme for Asia Rugby
Asia Rugby, the governing body of rugby on the Asian continent, has inked a landmark strategic partnership agreement with international sports marketing agency Redstrike. With this partnership, Asia Rugby signalled its intent and firm commitment to strengthening and ensuring value-addition to the development of rugby across Asia – home to 60% of the world […]
Scottish FA extends Adidas partnership until 2028
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 […]
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, […]