F1 Academy has named American Express an official partner for the 2024 season, with a specific aim of backing women in the sport.  Under the agreement, the organisation will collaborate with the payment giant to produce partnership activations that focus...

Manchester City and its official cryptocurrency partner OKX have collaborated once more on a special edition shirt.  As part of the ‘Unseen City Shirts’ campaign, the second shirt design is titled ‘Blue Moon’ and is a digital collectible that can...

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...