Conor McGregor has announced that he has become a co-owner of the combat sports promotion Bare Knuckle Fighting Championship (BKFC).  On 27 April at BKFC KnuckleMania 4, the former UFC featherweight and lightweight champion confirmed that his McGregor Sports and...

Manchester City and England’s Jack Grealish has joined Pepsi’s extensive roster of football global ambassadors.  Grealish will be unveiled as the beverage brand’s global ambassador via a global football campaign as part of a multi-year deal. The campaign will build...

Liverpool FC has taken another stride in its journey towards international expansion by securing its first retail partnership in South Korea with Over the Pitch.Under the agreement, Liverpool will collaborate with the brand on product development and market expansion,...

Saudi Arabian state-owned oil and gas company Aramco has signed a four-year global partnership deal with FIFA.  Aramco becomes FIFA’s first “major worldwide partner exclusive in the energy category”. The partnership agreement see’s the Saudi company hold sponsorship rights to...

The UK’s Gambling White Paper was published a year ago tomorrow, but the debate on sports sponsorship and advertising remains as fierce as ever 364 days after the review’s recommendations landed. Peers in the House of Lords concluded in a...

Mayor of London Sadiq Khan has stated that if he is re-elected in next week’s election, he pledges to bring some major North American sporting events to the UK capital.  Khan in particular highlighted bringing the NFL’s Super Bowl and...