K-Challenge has leveraged its French roots by signing L’Oréal Groupe-owned skincare brand La Roche-Posay as title sponsor of its America’s Cup entry.

South Africa’s Western Province Cricket Association (WPCA) has appointed the Megapro agency to find a replacement for outgoing stadium naming rights sponsor World Sports Betting.

A renewal between Deltatre and ATP Media is headlined by various technological innovations as the tennis tour’s broadcast production and media rights arm continues to embrace remote production.

The rebuilding Pac-12 Conference has signed an agreement with Genius Sports permitting the sale of its data to sportsbooks as the college sports sector advances its commercialisation of the ...

AFC Bournemouth has agreed a five-year kit supply deal with Danish sportswear brand Hummel, beginning with the 2026-27 season, SportBusiness can reveal.

German supermarket chain Lidl has stepped up its association with Uefa by becoming a men’s national team competitions sponsor, while owner Schwarz Group has agreed a wider strategic ...

The Coca-Cola Company has signed a new global marketing agreement with the National Basketball Association to bring its Sprite brand back as the league’s ‘Official Global Soft Drink Partner’.

Media rights-holders of this summer’s Fifa World Cup will have the option of streaming the first ten minutes of every match, or selected matches in full, on their YouTube channels.

Canal Plus and PPF Group, the two biggest shareholders in Viaplay, are considering a bid to take the Nordics-based pay-television and streaming group private, it has been reported.

France Télévisions faces the prospect of a diluted audience for the Coupe de France final with the showpiece set to be moved and go head to head with rugby union’s EPCR Challenge Cup final.

The World Cup of Hockey will return in 2028 after a 12-year break at arenas in Calgary, Edmonton and Prague as the National Hockey League builds on its commitment to national team competitions.

Expansion could be coming to the National Basketball Association for the first time in 22 years, with a stakeholder vote on ...