Andy DevaneyEFL and Carabao extend their League Cup partnership through 2028/29, deepening one of English football’s longest modern commercial ties.
Trevoh Chalobah joins Reebok as the brand ramps up its return to elite football.
Boxing News and KRONK unite in a heritage-rich partnership built on storytelling, legacy and boxing’s most famous gym.
Olympic champion Matt Richards launches Sponza, a sports-tech platform helping brands discover, activate and manage athlete partnerships faster and fairer.
Houston Rockets team up with FED Fitness to elevate home training with pro-grade equipment, app workouts, and fan perks.
Vekta adds WorldTour riders Eddie Dunbar and Valentin Madouas as athlete investors and founding advisory board members.
FOURTEEN joins forces with FIBA 3×3 in a global apparel deal. We sit down with the brand to discuss street DNA, performance kit and the…
Matchroom Boxing joins forces with The Ten Percent Club as its new Official Supplement Partner, uniting wellness and performance.
PIF and Golf Saudi launch expanded 2026 Global Series—five elite tournaments across three continents, advancing women’s golf globally.
Ben CourtPUMA extends its HYROX partnership until 2030, signs three elite athletes, and cements role as fitness racing leader.