News
Fortinet signs Espai Barça cybersecurity deal
A three-season deal between FC Barcelona and US company Fortinet is the latest technology-led cybersecurity agreement with a Spanish football club in a sector also particularly active in golf
NCAA agrees to athlete revenue sharing in $2.8bn antitrust settlement
The NCAA and its five biggest conferences have agreed to a $2.8bn settlement in several antirust cases that will usher in a new era of college sports by allowing schools to directly pay athletes.
Axa sponsors Euro 2025 as part of women’s football commercial push
Axa, the insurance company, is broadening its commitment to women's football, becoming an official partner of the Uefa Women’s Euro 2025 in Switzerland.
Hankook maintains two-brand strategy with Uefa renewal
Hankook Tire will continue to draw the benefits of promoting both its main brand and subsidiary Laufenn through its renewed sponsorship of Uefa's Europa League and Europa Conference League.
Record German audience for Leverkusen’s Europa League defeat
Bayer Leverkusen's unbeaten season may have come to an end with the 3-0 defeat by Italy's Atalanta in last night's Uefa Europa League final but the game netted the highest German audience for a club match…
British Cycling returns to banking sector in major Lloyds sponsorship
A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.
TKO builds further UFC-WWE links with new events venture
TKO Live Events Strategy Team to create what is claimed will be one of the strongest live events portfolios in sports and entertainment.
Fanatics aligns with Topsports to boost Chinese merchandising operations
Fanatics has struck a deal with Topsports, China’s largest sports retailer, to develop its operational capabilities in the country, SportBusiness understands.
RedBird, Weatherford open PE firm for college investments
RedBird Capital Partners and Weatherford Capital have announced a new private equity firm, Collegiate Athletics Solutions (CAS), to invest in public and private university athletic departments in the United…
Improved Canal Plus deal gives Top 14 clubs security to 2032
The award of domestic broadcast rights to French rugby union’s Top 14 and Pro D2 to incumbent Canal Plus on improved terms has guaranteed clubs increased revenues over five seasons, from 2027-28 to 2031-32.
Zeekr ramps up European hires alongside Diamond League deal
Chinese electric car brand Zeekr is looking to fill major marketing and brand positions in Europe as it backs an awareness drive that includes sponsorship of the Diamond League
Serie A hires Allied Sports for US commercial push
Lega Serie A USA has hired American sports marketing firm Allied Sports as an official agency of record to support the league's North American office in New York in its efforts to expand commercially
Clark follows in Jordan footsteps with Wilson sponsorship
The Indiana Fever player has agreed a multi-year sponsorship and her stardom can be measured by Clark being the first athlete to sign an endorsement deal with Wilson since NBA legend Michael Jordan.
Chinese influence in decline as US fund Oaktree takes control of Inter Milan
US investment fund Oaktree Capital has taken control of Italian Serie A champions Inter Milan after the club’s Chinese owners Suning failed to meet a deadline for repaying a €395m ($428m) debt.
Uefa awaits news on fate of iconic San Siro before 2027 Champions League decision
Growing uncertainty over the future of Milan's San Siro stadium has forced Uefa to delay a decision on the host of its showpiece Champions League final in 2027.
Administration spells final death knell for ‘scattergun’ Cazoo sponsorship model
News of the administration at Cazoo, the online car dealer which once listed on the New York Stock Exchange with an $8bn valuation, deals a final blow to the remnants of an already decimated sponsorship portfolio.
FA Cup remains exclusive to ESPN+ in four-year US rights renewal
A total of 79 FA Cup matches each season will continue to be streamed exclusively on ESPN+ in the US market for four more seasons after the Disney-owned broadcaster reached a renewal agreement with IMG.
DAZN court victory ‘first of many to come’ as Belgium begins piracy clampdown
A major breakthrough has occurred in Belgium in the fight against piracy in what could have implications for the value of the Pro League's next domestic media rights, ahead of a tender to be issued later this year.
WWE continues overseas events drive with return to Japan
World Wrestling Entertainment (WWE) is to stage three live shows in Japan this summer, marking its return to the country following a five-year absence and further strengthening its commitment to the Asia-Pacific market.
Fanatics to take over physical and online retail for R&A
Fanatics has agreed a multi-year deal with the R&A to take over the golf organisation’s physical and online retail operations.