CANAL+ Secures UEFA Club Rights Across Europe
Canal+ has secured UEFA men’s club competition broadcasting rights across several European markets for the 2027/28‑2030/31 seasons. The group renewed exclusive Champions League rights in Poland, obtained exclusive Europa League and Conference League rights in Austria, and signed a co‑exclusive deal for daily Champions League matches in Switzerland. It also launched in Belgium with exclusive rights to all three UEFA competitions, adding to a recent French renewal. The matches will be delivered via Canal+ linear channels and its streaming app, making Canal+ the largest UEFA broadcaster in Europe, covering over 50 countries.
DAZN Buys ViewLift for $100m
DAZN announced a $100 million acquisition of ViewLift, a streaming‑technology firm serving 15 major U.S. pro‑sports teams, several regional sports networks and top leagues such as the NBA, NHL and MLB. The deal, valued at roughly €85.4 million, will integrate ViewLift’s platform...
YouTube Expands Viewing Experience with MultiView for NFL Fans
YouTube TV has launched MultiView, letting NFL fans watch up to four live games simultaneously on a single screen. Integrated with the NFL Sunday Ticket package, the feature supports audio switching, full‑screen expansion, and includes NFL RedZone for qualifying subscribers....
Disney+ to Broadcast Live Men’s Champions League Games for the First Time
Disney+ has won live broadcast rights for men’s Champions League matches in 19 European and Latin American markets for the 2027‑31 cycle, marking the streaming giant’s first foray into the competition’s premier men’s package. The auction, which also included Sweden,...
Andretti and Velo3D Team Up to Put Metal 3D Printing in the Cockpit
Velo3D has signed a sponsorship and technology partnership with Andretti Performance for two 2026 IMSA Michelin Pilot Challenge races, placing its branding on the No. 43 Porsche and delivering an aluminum radio‑controls mounting bracket built with Constellium’s Aheadd CP1 alloy. The...
SA Premier Defends Course Development Despite LIV Golf Doubts
South Australian Premier Peter Malinauskas defended a controversial $45 million (≈$30 million US) redevelopment of the North Adelaide golf course, arguing it will become a public asset and year‑round tourism draw. The project, launched on the assumption it would host future LIV Golf...
Saudi Arabia to Stop Funding LIV Golf Next Season
Saudi Arabia’s Public Investment Fund (PIF) will stop financing LIV Golf for the 2025‑26 season, prompting the tour to seek new investors and likely reduce its 14‑event schedule. Despite a projected $100 million revenue boost in 2026, LIV’s net losses outside...
HCLTech Bets on European Golf to Drive Digital Services Growth
HCLTech has landed a multi‑year contract to overhaul the DP World Tour’s digital infrastructure, taking on the role of lead engineer and primary sponsor. The agreement calls for a complete rebuild of the Tour’s mobile and web platforms to deliver...
DAZN, TikTok to Livestream Free Serie A Fixture
DAZN and TikTok announced a partnership to livestream a Serie A match for free to UK and Ireland users on TikTok. The Sassuolo vs AC Milan game will be broadcast on May 3 at 2 pm BST via the DAZN Football TikTok channel. The initiative aims to...
Yasir Al-Rumayyan Leaving Board of LIV Golf as Saudi Funding Dries up, Report Says
The ICTSI John Hay Junior PGT Championship in Baguiо concluded with dramatic victories across multiple age divisions. In the boys’ 11‑14 category, Javie Bautista erased a seven‑stroke deficit to edge Vito Sarines by one stroke, while Mavis Espedido swept the...
Revolut Launches New ‘Smarter Money’ Campaign with Hawthorn Football Club via Eyes and Ears
Revolut has launched a new integrated campaign, “Smarter Money. The Hawks Way,” in partnership with the Hawthorn Football Club and creative agency Eyes and Ears. The five‑digital‑film series places four Hawthorn players on the club’s training pitch to showcase Revolut’s...
AMC Has No Big-League Deals, But Media Company Still Wants to Slide Into Sports
AMC Global Media, best known for premium dramas, is expanding into sports‑focused scripted and documentary series despite lacking any major league broadcast rights. The company has greenlit the NASCAR‑backed drama “Thunder Road” and renewed the documentary series “Rise,” which examines...
DSports Announces Unprecedented Coverage of the 2026 FIFA World Cup
DSports announced it will be the sole broadcaster of every one of the 104 matches in the 2026 FIFA World Cup, the first tournament staged across the United States, Mexico and Canada. The network will deliver roughly 900 hours of...
Mega-RIA Hightower to Make Olympics Debut with US Squash Sponsorship
Hightower, one of the nation’s largest RIA aggregators with over $350 billion in assets, has signed an exclusive multi‑year partnership to become the wealth‑management sponsor of US Squash. The deal, described as the largest sponsorship in US Squash history, aligns with Hightower’s new...
How Woodford Reserve Became the Official Bourbon of the Kentucky Derby
Woodford Reserve secured the title of official Kentucky Derby bourbon in 1999 after the race’s organizers approached Brown‑Forman, the parent company. The partnership was designed to rejuvenate both bourbon and horse racing among younger consumers, leveraging a 20‑year mint‑julep program...
RMU Skis Just Dropped a Mountain Bike—And It’s Not What You Expect
Rocky Mountain Underground (RMU) has unveiled the Nighttrain, its first purpose‑built enduro mountain bike, developed with legendary suspension engineer Dave Weagle. The bike features a high‑pivot Orion linkage, 170 mm of rear travel, dual 29‑inch wheels and an aluminum frame. RMU...
AMC Comes Into Upfront With Bite, New Ways to Work With Advertisers
AMC has rebranded from AMC Networks to AMC Global Media, emphasizing a worldwide footprint. At its New York upfront, the company unveiled fresh advertising formats tied to sports, franchise content, and live events such as a Vampire Lestat showcase. The holiday‑season...
The Rise of Women’s Sports Is Reshaping the Entire Industry
Women’s sports have moved from niche to mainstream, with leagues like the Professional Women’s Hockey League (PWHL) boosting attendance 52% in its second season and selling out NHL venues. League One Volleyball (LOVEB) leveraged a four‑year youth‑club build‑out across 28...
Zwift Buys Rouvy, Expanding Its Digital Footprint and Potentially Sidestepping the UCI
Zwift announced the acquisition of Rouvy, the real‑world indoor cycling platform, expanding its product suite beyond animated routes. The deal keeps both services separate for now, preserving Rouvy’s subscription model and development roadmap while integrating hardware compatibility. By absorbing Rouvy’s...
All Free Clear Teams with Soccer Icon Alex Morgan
All® free clear, the dye‑ and perfume‑free laundry detergent owned by Henkel, has teamed up with U.S. Soccer star Alex Morgan to launch the “all Most Valuable Parents (MVP) Sweepstakes.” The promotion, running from April 21 to May 21, invites parents of youth‑soccer...
MLS Innovation Lab Selects AI Partners
Major League Soccer announced the 2026 cohort of its Innovation Lab, selecting five AI‑focused startups to test cutting‑edge solutions in player performance, fan engagement, and media production. The lab, now in its third year, will trial these technologies at high‑profile...
ReachTV Appoints New CEO
ReachTV named Rachel Jacobson as its new chief executive, effective immediately, while founder Lynnwood Bibbens transitioned to executive chairman. Jacobson previously led the Drone Racing League and held senior roles at the NBA, bringing deep sports‑media expertise. Bibbens will focus...
“Crazy” That Olympic Athletes Can’t Post Own Competition Footage, Says Payne
Former IOC marketing director Michael Payne called it "crazy" that Olympic athletes cannot share competition footage on social media. The IOC currently limits athletes to two‑minute clips from ceremonies and bans any competition‑venue content before and during events. Payne argues...
Tradition Meets “Made Different” – BEUMER Group Becomes Main Partner of FC Gelsenkirchen-Schalke 04 E.V.
BEUMER Group, the family‑owned material‑handling specialist, has signed a multi‑year deal to become the main and jersey partner of FC Schalke 04 starting in the 2026/27 season, with the agreement running through at least 2029. The partnership links a global firm...
‘CW Sports’ Gets Streaming Boost With ESPN App Deal
The CW Network’s sports division, CW Sports, will begin streaming its live events on the ESPN app through the ESPN Unlimited subscription, with a launch targeted for summer 2026. The partnership adds more than 800 hours of college football, basketball, NASCAR,...
Galway Start-Up Launches Platform That Takes the Hard Work Out of Club Fundraising
Irish tech startup Entrypoint, founded in Galway, has launched an online platform that automates club fundraising competitions. The service lets clubs run golf pools, football Last Man Standing contests and other sports‑betting style games, with real‑time scoring and instant payouts...
3 PR Trends From the Upcoming World Cup
The 2026 FIFA World Cup, set for June 11‑July 19 across U.S., Canada and Mexico, offers brands a massive cultural moment even without official sponsorship. While only 12% of Americans identify as soccer fans, the tournament’s broader appeal draws non‑fans, creating a...
FIFA to Award $871 Million in Prize Money for 2026 World Cup, Increasing Figure by a Further 15%
FIFA announced a $871 million prize pool for the 2026 World Cup, a 15% increase from the previously disclosed $727 million. The boost reflects the expanded 48‑team format, adding extra preparation funds, qualification money, delegation subsidies and ticket allocations. The FIFA Council...
AI Is the New Betting, Which Was the New Tobacco
The article argues that artificial intelligence will become the next dominant sponsorship category in sports, mirroring the rise of betting and the earlier tobacco era. It predicts that within five years two‑thirds of Premier League shirts could feature AI brand...
Adidas Profits Surge Despite ‘Volatile’ Trading Environment
Adidas reported a 14% year‑on‑year revenue increase to €6.6 bn (about $7.2 bn), driven by double‑digit growth in North America, Greater China, Japan, South Korea and Latin America. Fashion sales surged 31%, while footwear rose 4% and accessories 13%. The direct‑to‑consumer channel...
How Indiana Fever Gave Out Two Historic Contracts In One Week
The Indiana Fever re‑signed guard Kelsey Mitchell to a one‑year supermax contract worth $1.4 million, the franchise’s first seven‑figure deal. A week later, center Aliyah Boston secured the league’s inaugural EPIC extension, a three‑year agreement projected at just under $6.3 million and...
The Blazers Have Their Most Promising Outlook in Years... As Long as Their New Owner Is Willing to Pay for...
The Portland Trail Blazers have assembled a youthful core—All‑Star Deni Avdija, promising lottery picks Scoot Henderson and Donovan Clingan—and control Milwaukee’s 2028‑2030 first‑round picks after the Damian Lillard trade. The team’s long‑term upside is clear, but the newly approved ownership of Tom Dundon brings a...
DP World Tour Europe Selects HCLTech for ‘Total Shop Window Rebuild’
DP World Tour (DPWT) Europe has signed a global agreement with HCLTech to completely rebuild its website and fan app, a platform that has been live since 2018. The partnership has moved past discovery into initial development sprints, leveraging HCLTech’s...
NCAA to Expand March Madness Men's and Women's College Basketball Tournaments to 76 Teams in 2027
The NCAA is set to expand both the men’s and women’s March Madness tournaments to 76 teams beginning in 2027, adding eight at‑large bids. The change, pending approval from multiple committees, will replace the current First Four with a 12‑game...
TV Ratings (28/4/2026): Albo’s Guest Appearance On The Hundred Wins The Night
Channel Nine’s entertainment flagship *The Hundred* captured the night’s top spot on April 28, 2026, drawing a national reach of 1,574,000 and an average audience of 739,000. The season‑premiere featured Prime Minister Anthony Albanese, whose appearance helped the show register a...
Disney’s New CEO Decides to Keep ESPN After Looking At Spinning It Off Into Its Own Company
Disney announced that it will retain full ownership of ESPN, shelving earlier speculation about a spin‑off. The decision, made by new CEO Josh D’Amaro, aligns the sports network with Disney’s broader streaming push, integrating ESPN into Disney+, Hulu and its...
Rugby League-Papua New Guinea NRL Expansion Team Snare Luai as Marquee Signing
Four‑time NRL champion Jarome Luai has become the first official signing for the Papua New Guinea Chiefs, the franchise set to debut in the league in 2028. The Chiefs are funded with A$600 million (about US$430 million) from the Australian government as...
Gatorade and INNORED Redefine Sponsorship by Giving Son Heung-Min Time Back
Gatorade and INNORED have opted not to produce new ads for Son Heung‑min during the 2026 World Cup, instead reusing last year’s campaign to free the star’s schedule. The decision reframes sponsorship as a tool for performance, giving Son more...
Mike Tyson On The Future Of His Boxing Career, Talks Floyd Mayweather Jr. Fight
Mike Tyson, now 59, says he hasn’t ruled out an exhibition bout with Floyd Mayweather Jr. slated for spring 2026, with a contract already in place. His November 2024 fight against Jake Paul set the largest U.S. boxing gate outside Las Vegas....
LAFC, Owners Of Swiss Soccer Club, Offer To Sell After Fans' Forceful Protest
Los Angeles FC, whose ownership group includes Peter Guber, Mark Shapiro, Will Ferrell, Magic Johnson, Mia Hamm and Nomar Garciaparra, announced it is open to selling its majority stake in Swiss club Grasshopper after a wave of fan protests. Grasshopper,...
NBA Draft Lottery Reform 101: How Does the League's '3-2-1' Proposal Work? Will It Really Stop Tanking?
The NBA is weighing a "3‑2‑1" draft‑lottery overhaul that would launch in the 2027 draft and expand the pool to 16 teams, including play‑in losers. The new format slashes the odds for the three worst records while boosting chances for...
Coca-Cola Inks Multi-Year NRL Deal
Coca‑Cola Australia has signed a three‑year partnership with the National Rugby League and its women’s competition, becoming the official non‑alcoholic ready‑to‑drink partner. The deal places the brand across broadcast, retail and live‑event touchpoints, including State of Origin, the Finals Series...
In Signing Jarome Luai, Papua New Guinea's Power Has Become Real
Australian halfback Jarome Luai has signed a three‑year, record‑breaking contract with the Papua New Guinea (PNG) Chiefs, the future NRL expansion franchise slated to debut in 2028. The deal, reportedly the richest per‑season in rugby league history, underscores the $600 million...
S&S Activewear’s Debt Ratings Downgraded on Weak Sales Trends
S&P Global Ratings cut S&S Activewear’s issuer credit rating to B‑ minus from B, citing soft revenue trends and elevated leverage. The company ended fiscal 2025 with 8.6‑times leverage and free operating cash flow to debt below 1 percent, reflecting...
ESPN Locks In Wall-to-Wall Lacrosse Coverage for 2026 PLL & WLL Season
ESPN will stream every 2026 Premier Lacrosse League (PLL) and Women’s Lacrosse League (WLL) game on its app, while airing select marquee matchups on ABC, ESPN and ESPN2. The five‑year rights deal, signed last year, also gives ESPN a minority...
Business Lessons From Saysh Cofounder Allyson Felix as the Decorated Sprinter Plots Her Olympic Comeback
Five‑time Olympian Allyson Felix, co‑founder of women‑focused footwear brand Saysh, announced a comeback aimed at the 2028 Los Angeles Games, marking a hometown Olympic debut at age 40. After parting with Nike in 2019, she launched Saysh in 2021 to rewrite...
Braves Say New TV Network Is on Pace to Beat Old RSN Revenue
The Atlanta Braves launched their own regional sports network, BravesVision, in February after cutting ties with Main Street Sports. Team president Derek Schiller says the venture is already on track to equal or exceed the $188.6 million broadcasting revenue the club...
A Curious Day Out at the Netcompany Ineos Launch
Netcompany, a Danish digital services firm, has invested €100 million (about $108 million) in a five‑year partnership with Jim Ratcliffe’s Ineos Grenadiers, rebranding the WorldTour squad as Netcompany Ineos. The deal gives Netcompany an equal equity stake, boosting the team’s budget while...
EXEC: New Balance Targeting Growth in Middle East
New Balance is positioning the Middle East as a core growth engine, now operating a 90‑store network that delivered a 35 % sales increase in 2025, outpacing its other markets. The company opened 15 new mono‑branded stores that year, twice the...
Sportradar Refutes Claims That It Works With Illegal Gambling Companies
Sportradar, the Swiss sports‑data and integrity monitoring firm, refuted short‑seller claims that it collaborates with illegal gambling operators during its Q1 2026 earnings call. The company highlighted its compliance framework and KYC processes while noting a 30% share plunge that...