Sunderland AFC merchandise will now be available on the US retail market platform Fanatics after the EFL Championship signed a new long-term partnership.  Fanatics will become Sunderland’s new retail partner in a deal that extends all the way up to...

Entering uncharted territory can often throw up several challenges, but also a unique opportunity to grow a market in your own image.  FanDuel entered the newly regulated Ontario sports betting market in April 2022 and has since positioned itself as...

Liverpool FC and its global trading partner AXA have agreed a new five-year extension citing the latter as a “vital part” of the Premier League club’s commercial growth.  AXA will continue to be the title sponsor of Liverpool’s training ground,...

Queens Park Rangers have confirmed CopyBet as the club’s official front-of-shirt sponsor for the next two seasons.  The partnership with the betting operator will commence its first full-year ahead of the 2024/25 EFL Championship season with CopyBet’s branding and logo...

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...