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EFL extends partnership with PUMA and Football Manager

EFL extends partnership with PUMA and Football Manager

The English Football League (EFL) is pleased to announce partnership extensions with global sports brand PUMA and world’s leading football management simulation title, Football Manager.

The dual partnership extensions demonstrate the EFL’s commitment to partners in its portfolios, with both brands continuing long association with the League, its clubs, and its competitions, including the Sky Bet Championship, League One, League Two, Carabao Cup and EFL Trophy.


After signing on as the Official Match Ball partner of the EFL since the beginning of 2021/22, PUMA’s three-year extension will see the global brand produce the official match ball for all EFL competitions through to the end of the 2026/27 season.

PUMA has delivered 10,000 FIFA-approved International-standard match balls each season to the EFL and EFL clubs. This season’s PUMA Orbita ball design includes an 8-panel ball configuration, a reduction from last season's 12-panel design. These larger panels provide a better connection with the ball, enhancing players' touch and control.

These include the re-introduction of the high-vis fluorescent yellow balls used in EFL matches and competitions between November and the end of February, as well as Play-Off specific footballs to be used in all EFL Play-Off Semi-Final and Final matches.

While PUMA have grown their portfolio of global football properties in recent years, including Serie A and La Liga, the brand has entered into a number of UK focused partnerships and work with ten EFL Clubs spread across all three divisions.


The one-year extension between the EFL and Sports Interactive, developers of the Football Manager game, ensures that all EFL clubs and competitions will continue to appear as fully licensed entities in Sports Interactive’s next release, Football Manager 2024.

After first partnering back with SEGA – of which Sports Interactive are a subsidiary of – back in 2004, EFL has granted Football Manager Official Licensee status since 2014.

Since extending for a six-year term, the EFL and Football Manager have enjoyed numerous joint campaigns including the EFL Football Manager Cup during the COVID-19 lockdown, the #FromSofaToStadium campaign to celebrate the return of fans to football post-lockdown, and the FM23 EFL Trophy Challenge.

Last season’s FM23 Challenge spanned two months and culminated with FMFC member and Bolton Wanderers fan Ian Fraser winning the opportunity of a lifetime to present the EFL Trophy to captain Ricardo Santos at Wembley in April.

EFL Chief Commercial Officer, Ben Wright said: “We have sought to partner with brands where we can develop and cultivate our partnerships and create deeper, more impactful connections with fans, customers, and communities.

PUMA are one of the world’s leading brands and have a distinct visibility not only on competition match days, but also support some of our EFL and EFL Club’s programs and initiatives through apparel and footballs.

Our partnership with Football Manager has also exemplifies our commercial portfolio objectives. The numbers of people playing Football Manager and engaging with EFL clubs is testament to the ever-growing popularity of the EFL.

We thank both PUMA and Sports Interactive for the ongoing relationship and helping to continue engaging fans for this season and beyond.”

General Manager of UK&I at PUMA, Bas van den Bemt said: “Continuing our partnership with the EFL symbolizes PUMA's dedication to the heart and spirit of football in the UK. Since 2021, we've been honoured to be the Official Match Ball partner for the EFL, and this extension is a testament to the strong bond we’ve cultivated with the League, its clubs, and most importantly, the fans.

Here’s to more shared moments, goals, and memories in the seasons to come.”

Studio Director at Sports Interactive, Miles Jacobson said: “We are delighted to announce the renewal of our partnership with the EFL.

The League’s clubs are among the most popular with our players; in FM23, more than 40 million games were played with EFL clubs across 1.5 million unique careers. After three terrific Play-Off finals back in May, we’re looking forward to the start of the season and continuing our partnership with the EFL.”

Genius Sports strikes new integrity partnership with Major Basketball League Malaysia

Genius Sports strikes new integrity partnership with Major Basketball League Malaysia

Major Basketball League Malaysia, the top tier of the sport run by the Malaysia Basketball Association, has announced a new integrity partnership with Genius Sports to fight the threat of match-fixing.

As the trusted integrity partner to over 150 sports leagues and federations worldwide including the Indonesian Basketball League, Thailand Basketball Association and Vietnam Basketball Association, Genius Sports will provide Major Basketball League Malaysia with a comprehensive integrity programme to identify, combat and prevent match-fixing.

Genius Sports’ 24/7/365 Bet Monitoring System will use artificial intelligence to analyse global wagering activity on Malaysian basketball, cross-referencing real-time odds movements with proprietary predictive algorithms to automatically flag potentially suspicious activity. Through its global team of expert integrity operators, Genius Sports will thoroughly examine all monitoring data to provide Major Basketball League Malaysia with detailed reports and data-driven analysis.

To provide long-term protection from any threats, Genius Sports will also provide model rules and regulations to provide robust foundations for the league’s new integrity programme. Genius Sports will also deliver expert educational workshops, helping players, officials and coaches to understand how match-fixers operate, where they should report any attempts to manipulate games and the personal and professional consequences for not doing so.

This collaboration between MBL and Genius Sports to safeguard the integrity of our competitions represents a major milestone in the development of Malaysia basketball,” said Frank Ch’ng, Commissioner of MBL. “We’re proud to be working alongside Genius Sports to ensure our games remain transparent, unpredictable and fair.

In the fight against match-fixing, sports must be proactive and invest in measures that both identify existing threats and provide long-term protection,” said Stephen Thurley, Head of Integrity Partnerships at Genius Sports. “We’re pleased to be working in partnership with Major Basketball League Malaysia, building a robust integrity programme that combines model rules and regulations with 24/7 monitoring and education services.”

AFC forges new exclusive commercial partnership with Asia Football Group

AFC forges new exclusive commercial partnership with Asia Football Group

The Asian Football Confederation (AFC) is pleased to announce the Asia Football Group (AFG) as its new exclusive commercial partner for the 2023-2028 term with immediate effect in a strategic decision to further solidify and enhance the Confederation’s financial sustainability. 

The Dubai-registered AFG have been selected as the dedicated partner for the AFC to achieve its ambitions and drive the sport's growing commercial success across the world, with the partnership enabling the Confederation to secure its financial future and set the stage for the continued growth and development of football in Asia.

The new commercial arrangement with AFG has been put in place after the evaluation and consideration of proposals from potential partners, with the AFC Executive Committee concluding that AFG’s expertise and vision not only align with the AFC’s wider objectives, but also ensure the continuity of service during this period to the AFC, its commercial partners and football stakeholders.

AFG are an integrated sports marketing agency highly experienced in delivering the full spectrum of services and achieving various business outputs, reinforcing the assurance of a smooth transition from the AFC’s previous commercial partners.

The new commercial deal enables the AFC to continue its investment into its Member Associations and Regional Associations, deliver all its popular competitions, grow its fanbase, and cultivate a flourishing football community across the Continent.

The AFC looks forward to a fruitful collaboration with AFG in the confidence that the partnership will take the game to new heights, continuing the Asian football success story.

Brazil’s National Basketball League extends official data & integrity partnership with Genius Sports

Brazil’s National Basketball League extends official data & integrity partnership with Genius Sports

Brazil’s National Basketball League (“LNB”) and Genius Sports have struck a long-term extension of their exclusive official data and integrity partnership ahead of the new season, starting on October 21.

As the trusted partner to over 200 basketball leagues and federations globally, Genius Sports will provide FIBA LiveStats across all LNB competitions, capturing and distributing official, play-by-play statistics to power in-stadia scoreboards, league and team social media channels and other fan-facing digital platforms. This official live game data feed is integral to all LNB live broadcasts and is also distributed to sportsbooks worldwide to power real-time betting markets. 

This key strategic business partnership between Genius Sports and the National Basketball League (LNB) helps us achieve a range of commercial goals. Both companies have an innovative DNA and Genius Sports' technological solutions enable the LNB’s live game data to be used by our technical teams and enjoyed by our fans with speed and accuracy. Likewise, Genius guarantees the secure distribution of information to those who like to have fun betting on basketball games”, says Rodrigo Franco Montoro, president of the National Basketball League.

Crucially, Genius Sports will also continue to safeguard the LNB from the threats of match-fixing and betting-related corruption. Since 2016, Genius Sports has provided LNB with educational services and its 24/7 bet monitoring system which analyses global betting odds movements on Brazilian basketball and provides specialist technology to detect suspicious betting activity. In March 2023, LNB became the first league to join the Associação Brasileira de Defesa da Integridade do Esporte’s (“ABRADIE”), the primary Brazilian integrity coalition founded by Genius Sports alongside Entain, Rei do Pitaco, and Bichara e Motta Advogados

As one of the largest basketball leagues in Latin America, we’re delighted to extend our partnership with LNB,” said Guilherme Buso, Senior Account Executive at Genius Sports. “Whilst continuing to help the LNB fight betting-related corruption head on, our technology will equip all LNB competitions with fast, accurate and official data to power their interactions with fans, broadcasters and sportsbooks on a global scale.”

FIFA and ASEAN look to expand partnership to cover gender equality and climate change

FIFA and ASEAN look to expand partnership to cover gender equality and climate change

FIFA and the Association of Southeast Asian Nations (ASEAN) are hoping to expand their existing partnership to cover climate change and gender equality in the future. The two organisations signed a Memorandum of Understanding (MoU) in Bangkok, in November 2019, where they committed to join forces to leverage football as a catalyst for social development and healthy lifestyles in the region, and are now looking to extend it beyond 2024.

During the ASEAN Senior Officials Meeting on Sports (SOMS-14), held in Chiang Mai, Thailand, FIFA Regional Director Asia & Oceania Sanjeevan Balasingam outlined the main achievements since 2019 and also the new areas that could be incorporated when the MoU comes up for renewal.

"In today's world, which is so divided, football unites the world. In this amazing region, it is extremely important for FIFA, as football's governing body, to work closely with ASEAN to ensure that football is a tool for unity," Mr Balasingam told the meeting. "Also, as a person from the region, the cause is close to my heart and FIFA looks to continue this strong collaboration with ASEAN."

Dr. Niwat Limsuknirun, Chair of SOMS-14, said: “I personally think that it could be beneficial to prioritise discussions on gender equality and climate change for inclusion in the next phase of ASEAN-FIFA MoU.

"This is particularly relevant for the ASEAN Sports Community and presents an opportunity to address global concerns. We will consult the relevant parties to seek advice regarding the possible renewal of the MOU and the expected new priorities,” added Dr Limsuknirum, who is Director General of the Department of Physical Education of Thailand’s Ministry of Tourism and Sports.

Education has been one of the key areas of co-operation and nine of the 10 ASEAN member states - Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam - have signed up, or are in the process of signing up, for FIFA's Football For Schools program.

So far, 1,780,544 children have enrolled in the programme in ASEAN member states and 82,240 footballs have been distributed. From 2024 onwards, FIFA hopes that all 10 member states will be involved.

Health has been another focus. During the pandemic, FIFA and ASEAN collaborated on COVID-19 awareness-raising campaigns and the #FiveSteps programme which provided practical tips for citizens of ASEAN countries to maintain a healthy lifestyle. Meanwhile, the #BeActive campaign has promoted healthy lifestyles for all.

Sports integrity has been promoted, particularly anti-match manipulation where the translation of the FIFA Integrity e-Learning Tutorial into ASEAN languages (Malay, Khmer, Indonesian, Lao, Burmese, Thai and Vietnamese) has enhanced learning opportunities across the region.

For the renewal of the MoU, FIFA hopes to build on the success of the FIFA Women's World Cup Australia & New Zealand 2023™ and have a gender equality as a new area on its own.

FIFA would also like to join forces with ASEAN to take proactive measures to mitigate the impact of climate change through football. Measures would include raising awareness on climate change, a focus on climate-proof sport infrastructure and climate resilient football development.

The FIFA U17 World Cup 2023™ will be hosted in the ASEAN region when it takes place in Indonesia in November and December, and a workshop will be organised on the sidelines of the tournament with the framework of the MoU. The workshop will cover safe sport, the promotion of sport integrity, stadium safety and security plus updates on Football For Schools.



When Tradition meets Technology: Pivo joins FEI as Official Training Technology Partner

When Tradition meets Technology: Pivo joins FEI as Official Training Technology Partner

Pivo Inc., the Silicon Valley based company behind the AI powered smartphone mount for the creation of hands-free motion tracked videos, has become the Official FEI Training Technology Partner. 

The Pivo Pod, an AI-powered smartphone mount and performance tracking tool, has become the equipment of choice for many equestrians around the world looking to improve their riding skills. Designed for indoor and outdoor use, the mount works in tandem with a powerful application which can be downloaded for free on any smartphone.

"Today represents a significant milestone for Pivo, and we are pleased to join forces with the FEI, which shares our unwavering commitment to enriching the experience for equestrian enthusiasts worldwide," CEO of Pivo Ken Kim said.

"Pivo's journey has been an extraordinary one. We started with a versatile and fun product, which has now evolved into a specialised solution catering to a dedicated community who share a passion for equestrian as both a sport and a lifestyle at all levels.

The equestrian community was quick to recognise Pivo’s potential and we were surprised and delighted when riders, both amateur and professional, embraced our technology. The community’s suggestions – provided through user-generated content on social media – were instrumental in shaping our specific line of Pivo products that now exists for equestrians.

Our customers are at the heart of everything we do, and this collaborative spirit and dedication have been pivotal in shaping Pivo into the powerful tool it is today. Our mission now is to help 'make equestrians the best version of themselves,' and this collaboration with the FEI is a testament to the realisation of that vision.”

Pivo has already made significant inroads in major markets, including France, Germany, the UK, USA, and Australia, where riders have wholeheartedly embraced this transformative solution.

The AI-powered smartphone mount and accompanying software is designed to detect the horse and rider, and ensure that the rider stays perfectly centred in the frame. And while the Smart Capture function allows riders to take photos of themselves through voice commands, the Auto Zoom and Auto-Alignment features guarantee the capture of smooth and seamless training videos.

It is also possible to make video calls with the Horse Tracking function, so that coaches can offer real-time feedback through remote lessons.

"Our collaboration with Pivo is proof that tradition and technology can come together easily to enhance the equestrian experience," FEI Commercial Director Ralph Straus affirmed.

"Pivo's commitment to providing riders with exceptional tools for improving sporting performances, while ensuring accessibility for every equestrian enthusiast, has added unique value to our industry.

Over the years, Pivo has seamlessly integrated into the equestrian lifestyle, and has earned the trust and respect of equestrians around the world for the user-friendliness and adaptability of its products. As a company, Pivo has demonstrated a great deal of authenticity in its development style and a talent for simply listening.   

"The nature of commercial partnerships is changing, and the economic environment we are currently operating in requires a great deal of adaptability and flexibility. We are proud to be partnering with a company that is truly in tune with our community, has their ear to the ground with regards to what equestrians need and want, and is willing to take the necessary creative risks to be a game changer for our sport.”

With a passionate team of approximately 30 developers, Pivo is now looking forward to collaborating further with a broader cross section of the equestrian community, to seek insights to drive the development of their products.

From a development and growth perspective, Pivo is also considering ways to expand their team by welcoming skilled technicians with first-hand equestrian experience to steer the course of future innovations.

FTX announces global partnership with the International Cricket Council

ICC Logo

FTX Trading Limited (“FTX” or “The Company”), a leading global cryptocurrency exchange, today announced a global partnership with the International Cricket Council (ICC), the governing body of cricket, where FTX will be the official cryptocurrency exchange partner for ICC events.

IESF & MEI partner to support the development of esports in China


The International Esports Federation (IESF) and Major Events International (MEI) are delighted to announce the signing of a Memorandum of Understanding (MoU) to further the development of professional Esports in China.

At a time where the Esports industry is growing exponentially year on year, the MoU aims to support IESF’s strategy to expand responsible gaming in China. China has been a member of IESF since 2016. This involves promoting wider participation, hosting more competitions and creating a stronger brand presence. IESF will have access to MEI’s strong local presence in China and work together with MEI’s Chinese regional office to achieve these objectives.

EFL and Kellogg's sign five-year deal

EFL and Kellogg's sign five-year deal

The EFL and EFL Trust are pleased to welcome one of the UK’s most popular cereal brands, Kellogg’s, as an Official Partner.  

With football and cereal part of daily life for millions of people across England and Wales, the EFL and the EFL Trust’s network of Club Community Organisations will come together with multinational food manufacturing company Kellogg’s to positively impact the 72 communities where EFL clubs are located.

Behind the popular favourites of millions of households in the UK, such as Corn Flakes, Rice Krispies and Coco Pops, Kellogg’s will also have presence across all the EFL’s three divisions and five Wembley finals, as well as working with the EFL’s charitable arm through to the end of the 2027/28 season.

Ben WrightChief Commercial Officer of the EFL, said: The EFL is excited to be joining forces with a trusted global brand in Kellogg’s and we look forward to the impact that this partnership will deliver over the coming years, with the backing of a household name.

With growing attendances, bigger audiences and an enhanced sponsorship portfolio, the EFL’s popularity is clear. Eighty per cent of the population live within 15 miles of an EFL Club and millions of fans come through the turnstiles every month, meaning the League has the ability to forge strong connections with families on a nationwide scale.”

Cathy Abraham, Chief Executive Officer of the EFL Trust, said: Between the EFL Trust’s vision and Kellogg’s ambition around the roles we play in our communities, we are perfectly aligned to create a significant and positive impact. Together, we will be a force for good and we will create positive moments for our communities for years to come.”

Chris Silcock, Kellogg’s UK Managing Director, said: “It’s been our great privilege to be part of British life for more than one hundred years, so it’s only right we should be joining up with another iconic institution like the EFL. Both Kellogg’s and the EFL are brands at the heart of communities up and down the country and this is the start of a great partnership.”

Extreme E extends broadcast partnership with ITV in the UK

Pioneering racing series Extreme E has extended its broadcast partnership with ITV – the UK’s biggest commercial broadcaster – in a multi-year contract.

Fans of the sport for purpose championship in the UK will be able to watch the racing action free-to-air and live across ITV1, ITV4 and ITVX. Programming will also be available to catch up on demand on ITVX.

Having been a partner of Extreme E since the series’ inception in 2021, and become the exclusive UK terrestrial broadcaster of live coverage in 2022 and 2023, this extension cements ITV’s commitment to the championship.

There is a shared ethos between Extreme E and ITV regarding its sustainability initiatives, with the latter committing to albert sustainable certification for all programmes produced and commissioned, creating shows with the biggest impact on audiences and the smallest impact on the planet.

ITV also supports the Climate Content Pledge, increasing the amount of content on-screen that supports the transition to a more sustainable world.

Ali Russell, Managing Director at Extreme E, said: “I am absolutely delighted that we have extended our broadcast partnership with ITV. There is great passion for motorsport in the UK and I am thrilled that we will continue to work with ITV.

This gives us the platform to showcase our pioneering, gender equal championship – a world-first for motorsport – to a wide, engaged audience, and also raise awareness of the climate crisis and the need for sustainable solutions to climate change.

Both Extreme E and ITV have a shared drive and commitment on this, and so this extension is a really important one. We look forward to continuing our work with Niall [Sloane – ITV Director of Sport], who has been such a big supporter these past three years and we look forward to developing our partnership even further.”

AFC terminates exclusive commercial partnership with FMA

AFC terminates exclusive commercial partnership with FMA

The Asian Football Confederation (AFC) has terminated its exclusive commercial partnership with Football Marketing Asia (FMA) with immediate effect.

The AFC's decision takes into careful consideration the new challenges and opportunities presented by the rapidly evolving post-pandemic commercial environment.

The now terminated commercial deal, which was signed in 2018, gave FMA (then known as DDMC Fortis) the exclusive rights to market the AFC’s commercial properties for the 2021-2028 cycles. 

The end of the exclusive partnership with FMA enables the AFC to explore new opportunities and collaborations that are better aligned with the current conditions, while securing its financial future for the long-term success of Asian football.

The AFC is now in the process of appointing a new exclusive commercial partner for the 2023-2028 term with more details to be announced in due course.


Trail Running Furthers Anti-Doping Progress with USADA and Golden Trail National Series Partnership

Trail Running Furthers Anti-Doping Progress with USADA and Golden Trail National Series Partnership

Inspired by the calls of trail running athletes, the United States Anti-Doping Agency (USADA) is pleased to announce a partnership with Salomon North America and the Golden Trail Series to conduct pre-race anti-doping education and in-competition testing at the Pikes Peak Ascent and Mammoth Trail Fest this September. The partnership is an important first step in implementing robust anti-doping protocols and practices to provide trail runners with access to a level playing field.

Trail running athletes have been calling for robust anti-doping protocols in their sport for years and we are honored to stand with them in the effort,” said USADA CEO Travis T. Tygart. “This partnership with the Golden Trail National Series is a great step in the right direction and we hope to see more progress in the future with additional education, increased in-competition testing, and the potential addition of out-of-competition testing.”

Under the current agreement, USADA will deliver a pre-race education webinar for all athletes competing in the Mammoth Trail Fest in Mammoth Lakes, California and the Pikes Peak Ascent, where athletes will attempt to summit Pikes Peak in Colorado Springs at a grueling vertical climb of 7,800 feet. Additionally, athletes competing in these events will be subject to urine testing during the in-competition period. All testing will be conducted in accordance with the World Anti-Doping Agency (WADA) International Standard for Testing and Investigations.

At Mammoth Trail Fest, we believe in with respect to the environment, competitive sport, and our community, there is no place for shortcuts or compromised ethics,” shares Mammoth Trail Fest race director, Tim Tollefson. “We remain committed to clean sport through advocacy and education. We are delighted that we now offer legitimate gold standard race-day testing at both races through USADA.”

The Golden Trail Series brings an elevated level of competition to the Pikes Peak Ascent, and with this level of competition, we want to advocate for clean sport and enhance the future of trail running,” says Ryan Linder, Pikes Peak Marathon race director. “Overall, the Pikes Peak Marathon is thrilled to collaborate with Salomon and Mammoth Trail Fest to make this partnership with USADA possible.”

Results management will be conducted by USADA and handled according to the WADA International Standard for Results Management. As always when USADA is the results management authority, any sanctions will be published on the USADA website after conclusion of the results management process. Race organizers will withhold prize money until the results are processed.

Mastercard and ICC sign global partnership to provide ‘priceless’ experiences to cricket fans during the ICC Men’s Cricket World Cup 2023

Mastercard and ICC sign global partnership to provide ‘priceless’ experiences to cricket fans during the ICC Men’s Cricket World Cup 2023

The International Cricket Council (ICC) today announced an exciting association, with Mastercard becoming a Global Partner for the ICC Men’s Cricket World Cup 2023 to be held in India between 5 October and 19 November 2023.

Mastercard will continue its rich legacy of sports sponsorships to provide unique experiences to its cardholders and customers through exclusive benefits. With cricket being one of the most popular sports in India, South Asia and many other regions across the globe, the World Cup places fans at the centre of the action enabling them to experience the game like never before.

In addition to the exclusive 24-hour pre-sale window, Mastercard cardholders will be able to avail a number of benefits. These opportunities include the chance to meet cricket legends, get up close to the Men’s Cricket World Cup trophy and experience unique access on match days. Children of cardholders aged between 12-18 years will also have the chance to be a part of the flagbearer programme and there will be a wide range of offers for Mastercard cardholders on official ICC merchandise.

Mastercard's tie-up with the ICC highlights the brand's commitment to cricket and adds to the global technology company's prestigious international sports sponsorship portfolio which includes associations with the likes of UEFA Champions League and the PGA Tour.

ICC Chief ExecutiveGeoff Allardice said: “We are delighted to announce Mastercard as a global partner for the ICC Men’s Cricket World Cup 2023, the pinnacle event of the one-day game. Mastercard brings its rich experience of sports partnerships to the table, and the ICC is looking forward to collaborating with a renowned global brand to bring many benefits to cricket lovers around the world.”

Chief Marketing and Communications Officer at Mastercard, Raja Rajamannar said: “Cricket is a huge passion for millions of people across the globe, particularly in India and South Asia. We are excited to partner with the ICC for the 2023 ICC Men’s Cricket World Cup, allowing us to bring fans closer to their passion for the sport. We’re dedicated to connecting our customers, cardholders and all cricket enthusiasts to priceless possibilities throughout the tournament.

Coinbase & WNBA Announce Multiyear Partnership


Coinbase Global, Inc. (Coinbase) and the Women’s National Basketball Association (WNBA) today announced a multiyear partnership that makes Coinbase the exclusive cryptocurrency platform partner of the league.  The global partnership is the first in the cryptocurrency category for the WNBA.

Expedia Group extends UEFA Champions League partnership


UEFA has today announced that Expedia Group will continue as the Official Travel Partner of the UEFA Champions League for the 2021/22 season, with Expedia® and® leading the engagement. The one-year deal also grants sponsorship rights for the UEFA Super Cup, UEFA Youth League finals and the UEFA Futsal Champions League finals.

Premiership Rugby signs a new partnership with The Famous Grouse

Premiership Rugby

PREMIERSHIP RUGBY can today confirm a landmark three-year deal with The Famous Grouse to become the Official Whisky of Premiership Rugby. Today’s announcement builds on The Famous Grouse’s heritage with the sport of rugby – which stretches back more than 30 years - as the brand looks to continue to drive engagement with fans across the UK.

AESF marks historic debut at the CIIE


It was a historic week for both the Asian Electronic Sports Federation (AESF) and the China International Import Expo (CIIE) 2020 last week, as the sole esports governing body in Asia officially took part in the annual trade co-hosted by the Ministry of Commerce of China and the Shanghai Municipal Government.