News
Guinness set to replace Budweiser in Premier League portfolio
Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Verizon adds another NFL team, stadium with Detroit Lions deal
US telecommunications giant Verizon has further deepened its commercial relationship with the National Football League, striking a new deal with the Detroit Lions to become the franchise's official 5G network.
Quidd makes digital collectibles deal with Manchester City
Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Thailand pitches street race to bolster F1’s Southeast Asian presence
Formula 1 has been presented with a new option for a grand prix in the Southeast Asian market after Thai Prime Minister Strettha Thavisin pitched a proposal for a street race in Bangkok.
Football, Olympics rights executive Fratellia leaves EBU after 17 years
Pascal Fratellia, the European Broadcasting Union’s director of Olympics and head of football rights for close to 15 years, is leaving the free-to-air broadcasting consortium.
Two Circles continues US push with role in Johnson’s new track league
Two Circles, the data-driven sports marketing and sponsorship sales agency, has been unveiled as a key strategic partner in the new fan-focused track league created by four-time United States Olympic champion Michael Johnson.
Viaplay rights sublicensing alleviates price burden on subscribers, distributors
Viaplay’s sublicensing of sports rights and non-sports content helped to generate close to six-per-cent organic growth in its core markets during the first quarter as the broadcaster recognises that i…
Apple ‘on verge’ of global deal for Fifa Club World Cup
Football’s world governing body Fifa and tech giant Apple are in advanced stages to seal an agreement for global media rights to the revamped Club World Cup.
Skyscanner to make sports sponsorship debut at Solheim Cup
Skyscanner, the online travel company, has selected women's team golf's Solheim Cup as the entry point for its first multi-year, global sponsorship deal in sport.
PFL hires WWE veteran Revelo to lead global distribution push
The Professional Fighters League has hired World Wrestling Entertainment executive Emilio Revelo to a senior role overseeing the global distribution of its Bellator brand as well as developing the growth of the company's Hispanic audience.
Infinite Reality makes $250m move for Drone Racing League
The Drone Racing League (DRL) has been acquired for $250m (€234.3m) by Infinite Reality in a deal the technology and entertainment company states boosts its valuation to $3.5bn.
Hungarian government ‘signals backing’ for Ferencváros Gazprom deal
The Hungarian government has given its blessing to a controversial sponsorship deal between Russian energy firm Gazprom and the country’s leading football team Ferencváros, signalling its intention to continue relations with Russia despite its invasion of Ukraine.
EXCLUSIVE: Liverpool to swap Nike for Adidas in new kit supply deal
Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal.
LiveMode takes on investment from LFU project partners General Atlantic, XP
LiveMode has taken on strategic investment from US growth equity firm General Atlantic and Brazilian financial services company XP Investimentos, backers of one of two groups bidding to control commercial operations in Brazilian football.
EXCLUSIVE: Ferrari poised to announce Hewlett-Packard as title sponsor
Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Brown swaps ECB for Blast as commercial director
Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director
MLB makes big sustainability pitch with ‘first of its kind’ WM deal
Major League Baseball has continued to push its green credentials, announcing WM, a leading environmental services provider, as its first league-wide sustainability sponsor
Nascar adds Liquid Death sponsorship in iced tea category
Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'
Broad TV coverage assured for Serie B, Band deal unresolved
The Brasileirão Série B 2024 kicked off with all matches shown live over the weekend, after a late completion of the broadcast picture in the country.
European Championship remains in Sport 24’s Uefa rights portfolio
The Euro 2024 deal comes with rights on the market for in-flight and in-ship broadcast rights to Uefa club competitions from 2024-25 to 2026-27