HCLTech Deepens NFL Presence with New AI Partnership at MetLife Stadium
HCLTech has extended its AI partnership with MetLife Stadium, the home of the New York Jets and Giants, through a multi‑year deal that builds on its 2022 digital transformation work. The agreement adds a dedicated AI focus aimed at boosting fan engagement, operational efficiency, and digital infrastructure at one of the nation’s busiest venues. With a capacity of over 82,000, the stadium will also host FIFA World Cup 2026 matches, amplifying the partnership’s visibility. The move underscores HCLTech’s strategy to become a leading sports‑technology provider in the U.S. market.
Hummel to Supply AFC Bournemouth Kits in Club-Record Agreement
AFC Bournemouth has secured a five‑year kit partnership with Danish sportswear brand Hummel, commencing in the 2026‑27 season and running through 2030‑31. The deal ends the club’s eight‑year relationship with Umbro and is described as the biggest kit agreement in...
Glasgow 2026 Commonwealth Games Adds Ideagen as AI Technology Principal Partner
UK‑based software firm Ideagen has been named the inaugural AI technology principal partner of the Glasgow 2026 Commonwealth Games. The agreement also makes Ideagen the presenting partner of the netball programme and an official partner of Team Scotland, linking its...
IPL 2026: Enso Webworks Taps Ishan Kishan to Accelerate Brand Visibility
Enso Webworks, the IT arm of Enso Group, has secured a branding partnership with IPL star Ishan Kishan, placing its logo on the Sunrisers Hyderabad batter’s bat for the 2026 season. The move marks the startup’s first major public‑facing campaign...
Manchester City Expand Sustainability Push with AMPYR Distributed Energy Deal
Manchester City has partnered with AMPYR Distributed Energy to install and operate over 5,000 solar panels at its City Football Academy and Joie Stadium. The arrangement is a long‑term power purchase agreement in which AMPYR funds, builds and manages the...
PGA Extends 59club Partnership to Drive Performance and Customer Experience
The PGA has announced a multi‑year renewal of its partnership with 59club, a data‑analytics firm it has worked with since 2010. The extension gives PGA professionals and branded venues continued access to performance tools such as mystery‑shopper audits, satisfaction surveys,...
Google Taps Kevin Pietersen for 90-Episode Series to Showcase AI in Sports Content
Google has partnered with former England cricketer Kevin Pietersen to launch a 90‑episode cricket series called *The Switch* on YouTube, debuting May 4, 2026. The show uses Google Gemini, the company’s flagship AI platform, as an active collaborator across research,...
HCLTech to Power AI-Led Fan Experience for DP World Tour
HCLTech has signed a multi‑year agreement to become the official digital experience partner of the DP World Tour, the global professional golf circuit. The partnership tasks HCLTech with redesigning the Tour’s website and mobile apps, embedding AI and real‑time analytics...
Aston Villa FC Bring in Sports Illustrated Tickets as Official Fan Experience Partner
Aston Villa FC has appointed Sports Illustrated Tickets as its official fan experience partner, launching a suite of premium hospitality concepts at Villa Park. The collaboration introduces the Sports Illustrated Warehouse, Club SI pavilion, and Sports Illustrated Tickets Plaza, each blending...
Formula 1 Taps FanDuel to Drive Betting-Led Fan Engagement in North America
Formula 1 announced a multi‑year partnership naming FanDuel its official betting operator across the United States and Canada. The deal, unveiled during the Miami Grand Prix weekend, integrates real‑time wagering odds into F1’s website and mobile app, creating a dedicated age‑restricted...
Indian Pickleball Association Signs Athletiq to Drive Performance-Led Growth
The Indian Pickleball Association (IPA) has partnered with home‑grown brand Athletiq as its official performance partner, aiming to shift the sport from a participation boom to a high‑performance ecosystem. The collaboration focuses on upgrading tournament infrastructure, creating a structured talent‑identification...
Carib Premium Taps Pooran, Bravo as It Targets India’s High-Volume Beer Market
Carib Premium Strong Beer, a Caribbean brand owned by Carib Brewery, has hired West Indies cricketers Nicholas Pooran and Dwayne Bravo as brand ambassadors to accelerate its push into India’s high‑volume beer market. The campaign debuted in Lucknow during the...
LIV Golf Secures Major South Asia Distribution Push with Sony Alliance
Sony Pictures Networks India has secured exclusive broadcast rights for the 2026 LIV Golf season, covering all 14 events across South Asia. The tournaments will be shown live on Sony Sports Network and streamed on Sony LIV, reaching audiences in India,...
ISL 2025-26: Lilavati Hospital to Lead Matchday Medical Support for Mumbai City FC
Lilavati Hospital and Research Centre has been appointed the official medical partner of Mumbai City FC, providing on‑field medical support for matches and training sessions. The agreement includes ambulances, qualified medical staff, and rapid emergency care to safeguard player health....
Rohit Sharma Steps Into Wellness Arena with Launch of hydRo365
Indian cricket star Rohit Sharma has launched hydRo365, a high‑performance hydration and sports‑nutrition brand, on his 39th birthday. The flagship product is a powdered electrolyte blend with six electrolytes, vitamin C, zinc, B‑vitamins and L‑theanine, sweetened with monk fruit for...
EUT20 Belgium Unveiled in India, Signalling Cricket’s Bold European Expansion
Destino Legends Sports, together with the Belgian Cricket Federation, unveiled the EUT20 Belgium T20 franchise league in Mumbai, announcing a June 2026 tournament in Brussels. The league, the first ICC‑sanctioned professional T20 competition in Europe, features five city‑based teams, each...
UEFA Unveils Schwarz Group as First-Ever Strategic Corporate Partner
UEFA announced the Schwarz Group—through its Lidl and PreZero businesses—as its first strategic corporate partner. The long‑term deal expands Lidl’s role to cover men’s and women’s national team competitions, including UEFA Euro 2028, and embeds health‑focused programmes in grassroots football....
Brentford Land Indeed as Front-of-Shirt Partner in Landmark Deal
Brentford FC announced that job‑search platform Indeed will become its principal front‑of‑shirt sponsor starting in the 2026‑27 season. The multi‑year deal covers both the men’s and women’s kits and extends to digital assets, stadium signage at the Gtech Community Stadium,...
Cadillac F1 Taps Excel Sports Management to Spearhead Global Sponsorship Strategy
Cadillac Formula 1 announced a partnership with Excel Sports Management, naming it the exclusive agency of record for commercial sales and sponsorship strategy. Excel will expand Cadillac's partner portfolio, design fan‑engagement programs, and align the team with global brands. The team,...
WNBA Teams Expand Media Playbooks with Spotify, Victory+ and CBS Deals
WNBA franchises are shifting toward media‑centric business models, highlighted by three new partnerships. The New York Liberty teamed with Spotify to produce original audio and podcast content, embedding the team in fans’ daily routines. The Minnesota Lynx signed a distribution...
E1 Builds Premium Ecosystem with Hublot Deal and Telmont Expansion
The UIM E1 World Championship announced a multi‑year partnership with luxury watchmaker Hublot as its official timekeeper and integrated brand, while also elevating French champagne house Telmont to official champagne partner. Hublot will provide timing across more than 200 territories...
The Tendulkar Economy: How the ‘God of Cricket’ Built a Post-Retirement Empire
Sachin Tendulkar has turned his cricket fame into a $170 million (₹1,415 crore) post‑retirement empire, anchored by a portfolio of ten high‑profile endorsements spanning FMCG, finance, automotive and clean‑energy brands. Historic deals such as a ₹30 crore (≈$3.6 million) WorldTel contract in 1995 and...
Amazon Leo Enters Live Sport as DP World Tour Rolls Out Satellite Internet Across Events
The DP World Tour has partnered with Amazon to roll out its low‑Earth‑orbit satellite network, Amazon Leo, across more than 40 tournaments starting in 2026. This makes the golf circuit the first professional sport to deploy LEO satellite internet at...
Mobilla Taps Shivam Dube to Strengthen Market Presence and Brand Recall
Mobilla, the Indian mobile accessories maker, has appointed cricketer Shivam Dube as its brand ambassador, marking a shift toward brand‑led growth. The partnership places Dube at the center of campaigns emphasizing performance, reliability and everyday usability. Mobilla aims to reposition...
ChatGPT Enters Sports Marketing Arena via OpraahFx and Mohammed Siraj Partnership
OpraahFx has launched a strategic partnership with OpenAI's ChatGPT and Indian fast‑bowler Mohammed Siraj, creating an AI‑driven content engine for sports marketing. The collaboration focuses on short‑form, platform‑native storytelling that can be produced and iterated at speed across Instagram, YouTube...
Mumbai Indians Take Flight as Malaysia Airlines Unveils Special-Themed Aircraft
Malaysia Airlines has launched a special‑edition A330‑300 painted in Mumbai Indians colours, merging the cricket franchise’s blue‑gold palette with the carrier’s own branding. The livery showcases the team’s logo and chakra motif, symbolising speed and the growing global fan base....
Google Remains at the Core of NBA’s Data and Media Strategy in Renewed Deal
The NBA has renewed its multi‑year partnership with Google, extending the tech giant’s role as the league’s official search engine, data partner and "official fan phone" for Pixel devices. Google Cloud will continue to power AI‑driven analytics, from performance insights...
UGREEN Debuts in Sports Arena with New England Patriots Pact
UGREEN, the global consumer‑tech brand, has signed a multi‑year deal to become the New England Patriots’ official technology accessory partner for the 2026 NFL season. The agreement introduces UGREEN’s ultra‑compact chargers and the new SynCare AIoT series to fans through...
Canada Soccer Adds Samsung as Key Technology Partner Ahead of 2026 World Cup
Samsung Canada has signed a multi‑year exclusive agreement to serve as the official TV and mobile partner of Canada Soccer. The deal will embed Samsung’s AI‑powered televisions, smartphones, tablets and other connected devices across the men’s and women’s national teams...
EXCLUSIVE: Over the Years, Our Association with CSK Has Gone Far Beyond Visibility and Become a Strong Business Enabler for...
Gulf Oil Lubricants, a Hinduja Group company, has renewed its official lubricant partnership with the Chennai Super Kings for another four years, extending a 13‑season relationship. The deal deepens Gulf’s integrated marketing approach, moving beyond logo placement to digital storytelling,...
Sony Bags India Broadcast Rights for Asian Games 2026
Sony Pictures Networks India has secured exclusive television and digital rights to broadcast the 2026 Asian Games across the Indian subcontinent. The multi‑sport event, slated for September‑October 2026 in Aichi and Nagoya, will be shown on Sony Sports Network channels...
Skechers Adds Suryakumar Yadav as It Sharpens Focus on Cricket Market
Global sportswear brand Skechers has named Indian T20 captain Suryakumar Yadav as its newest brand ambassador, reinforcing its push into the cricket market. The deal will see Yadav front digital, retail and broadcast campaigns promoting Skechers’ expanding line of cricket...
TenTrade Names Ballon D’Or Winner Luis Figo as Global Ambassador
TenTrade, a multi‑asset CFD brokerage, has named former Ballon d’Or winner Luis Figo its global ambassador. The partnership will be driven by the "Inspiring the Next Number 10" campaign, tying Figo’s reputation for excellence to TenTrade’s performance‑focused trading platform. TenTrade...
Birla Opus Paints Brings ‘Main Bhi’ to IPL 2026, Combining Star Power and Product Performance
Birla Opus Paints has launched a high‑impact "Main Bhi" campaign for IPL 2026, featuring ten prominent cricketers across four language‑specific films. The ads weave product narratives—such as a 16‑year exterior paint warranty, scratch‑resistant wood paint, and 99+ stain protection—into relatable...
Lionel Messi Invests in the Future of Football with UE Cornellà Takeover
Lionel Messi has completed the acquisition of Spanish lower‑division side UE Cornellà, taking full ownership of the Catalonia‑based club that competes in the Tercera Federación. The move signals Messi’s transition from on‑field star to strategic investor focused on youth development,...
Arshdeep Singh Fronts Dual Brand Campaigns for Rotoris and Doctor’s Choice
India’s fast bowler Arshdeep Singh has been tapped as the face of two new IPL 2026 campaigns, representing luxury watch maker Rotoris and nutrition brand Doctor’s Choice. Rotoris positions Singh as “The Rotoris Man,” linking his precision and consistency to...
Zee Continues as Broadcast Partner for DP World ILT20 Season 5
Zee Entertainment Enterprises has renewed its broadcast partnership for the DP World International League T20 Season 5, which kicks off on November 22, 2026 and runs through December 20. The Gulf‑region league features six teams across 34 matches and will be shown on...
Air India Express Becomes Official Airline Partner of TCS World 10K Bengaluru 2026
Air India Express has become the official airline partner for the TCS World 10K Bengaluru 2026, marking the start of a broader alliance with Procam International’s marathon series. The partnership introduces a “Runner’s Passport” that gives participants up to a...
BNW Developments Announces Brand Partnership with Yuvraj Singh
BNW Developments, a fast‑growing UAE real‑estate developer, announced a brand partnership with former Indian cricket captain Yuvraj Singh. The collaboration launches a cinematic short film called “Against All Odds,” which parallels Singh’s comeback story with BNW’s rise from boutique firm...
FIBA Secures XTB as Global Partner Until 2027
FIBA has signed XTB as a global partner through December 2027, bolstering its commercial platform ahead of the Women’s Basketball World Cup 2026 and the Basketball World Cup 2027. XTB will serve as presenting sponsor of the European World Cup...
NHL Adds Procter & Gamble to Sponsorship Roster in Canada
The NHL announced a multi‑year, multi‑brand partnership with Procter & Gamble in Canada, bringing Gillette, Old Spice, Tide and Downy onto the league’s sponsorship roster. The deal will launch ahead of the 2026 Stanley Cup Playoffs and includes retail promotions,...
Indian Football League 2025–26 to Be Broadcast on Sony Sports Network
Sony Pictures Networks India has secured both television and digital broadcast rights for the Indian Football League’s 2025‑26 season. The deal expands Sony’s football portfolio, which already includes the Indian Super League, UEFA competitions, the Bundesliga and the FA Cup....
Red Bull Bridges Power Unit Eras Through Renewed Honda Agreement
Red Bull Racing has secured a renewed technical arrangement with Honda that allows the team to continue using legacy Honda power units for its Testing of Previous Cars (TPC) programme throughout the 2026 season. The deal bridges the gap as...
CARS24 Signs MS Dhoni as Goodwill Ambassador for National Road Safety Movement
CARS24 has appointed former Indian cricket captain MS Dhoni as goodwill ambassador for Crashfree India, a nationwide road‑safety movement. The partnership aims to shift driver behaviour from mere rule‑following to a shared social responsibility, tackling India’s alarming 2024 road‑fatality toll of...
IPL 2026: SunRisers Hyderabad Retain Lubi Industries as Principal Sponsor
Lubi Industries has renewed its role as principal sponsor of SunRisers Hyderabad for IPL 2026, extending a partnership that leverages cricket’s nationwide reach. The deal includes an integrated marketing campaign featuring two digital films with SRH players to deepen fan...
ONE8 Signs Smriti Mandhana to Strengthen Women’s Sportswear Category
ONE8, the performance sportswear brand backed by Agilitas, has signed Indian cricket star Smriti Mandhana to a long‑term partnership. Mandhana will serve as brand ambassador and co‑creator, working with design and R&D teams to develop women’s high‑performance apparel, especially for...
Bengal Pro T20 League Taps JSW Sports to Accelerate Commercial Development
The Cricket Association of Bengal has engaged JSW Sports on a three‑year contract to drive commercial and operational growth of the Bengal Pro T20 League. JSW will oversee sponsorship sales, marketing, broadcast presentation and fan‑engagement initiatives, aiming to professionalise the...
EXCLUSIVE: Through Our Partnerships with MI and KKR, We Are Placing the Brand at the Centre of Culture — Madhav...
Ai+ Smartphone has signed strategic partnership deals with two Indian Premier League powerhouses, Mumbai Indians and Kolkata Knight Riders, to embed its brand within Indian pop culture. CEO Madhur Sheth says the aim is to move beyond simple logo placement...
Visa and HDFC Bank Unite to Deliver FIFA World Cup 2026 Access to Indian Fans
Visa and HDFC Bank have teamed up to launch a limited‑edition FIFA World Cup 2026 Visa Pixel credit card, targeting India’s digitally savvy consumers. The partnership also introduces a nationwide Spend & Win campaign that rewards everyday card usage with...
Wizz Air Boosts Global Visibility Through World Athletics Ultimate Championship Deal
Wizz Air has been appointed the official airline partner for the inaugural World Athletics Ultimate Championship, scheduled for September 11‑13, 2026 in Budapest. The low‑cost carrier will handle travel logistics for athletes, officials and stakeholders, leveraging its network of over...