Saucony continues its campaign of invitation-only footraces
The invitation-only relay format, now staged in five cities, anchors Saucony’s record marketing investment as FY 2025 sales topped $533m.
Joma supplying official shoe to Pickle Pro Tour
The Spanish footwear brand’s 2024 pickleball entry has secured an official circuit deal – the first of its kind in European pickleball.
Indoor cycling app Rouvy lands Giro d’Italia deal
Czech indoor cycling platform Rouvy secures official training partner status for the Giro d’Italia and other RCS Sports events.
HOKA becomes title sponsor of Hackney Moves festival
The running brand upgrades from footwear partner to title sponsor of London’s largest fitness weekend, deepening a three-year relationship.
Lidl’s Crivit sportswear signs Steffi Graf as ambassador
The tennis legend will front an international campaign for the discount retailer’s activewear line across 30+ countries.
Barça wants to sell its self-produced kits – but how?
300,000 jerseys gathering dust. The club needs its sponsor’s green light—but will Nike say yes?
Premier League reportedly seeks to boost sponsorship revenue
The league is considering centralising 60% of perimeter advertising and adding new partners to its commercial portfolio, according to Sky News.
Joma releases football-branded padel racquet
Spanish brand modifies Hyper Pro padel racquet with Premier League club colors following kit sponsorship deal, extending football partnerships to padel.
Alibaba unveils AI showcase at Milano Cortina 2026
The Olympic partner’s Milan installation demonstrates how AI could reshape virtual retail. First AI-generated Olympic art also unveiled.
UA and Dick’s contribute to boom in girls’ flag football
The sportswear brand teams with Dick’s Foundation to fund equipment, coaching and expansion of the growing sport.
‘Magic’ Ari opts for Adidas Padel
The Catalonian athlete, who held top rankings in 2023 and 2024, switches brands after seven years with Head.
Columbia brews beer using bear poop
The outdoor brand partnered with a Portland brewery to create an IPA using foraged ingredients – bypassing expensive TV slots for earned media buzz.
Foot Locker to dominate NBA All-Star 2026
The retailer brings exclusive sneaker launches, athlete appearances, and community programming to downtown Los Angeles Feb. 12-15.
Formula 1 gets a corporate-banking partner
London-based Standard Chartered becomes F1’s Official Wealth Management Partner in a multi-year deal
Speedo launches ‘Swim Gains’ New Year campaign
The swimwear brand teams up with fitness influencers to showcase how water-based training builds strength, stamina and performance in 2026.
On Running signs padel’s number-one
On Running has signed Spanish padel star Arturo Coello, the world’s top-ranked player, to develop its first padel sneakers launching in summer 2027.
Decathlon Canada makes best-selling shoe unreturnable
The retailer is turning its most popular trainer into a non-refundable purchase this month, betting that added commitment will push shoppers to actually lace up and run.
Tommy Hilfiger partners with Liverpool FC
Tommy Hilfiger announces first club football partnership with Liverpool FC
Gilbert extends World Rugby deal to 2033
Gilbert and World Rugby have extended their partnership to 2033, with Gilbert remaining the official ball supplier for all Rugby World Cups.
Léon Marchand joins Speedo as global ambassador and innovator
Four-time Olympic gold medallist Léon Marchand has joined Speedo as global ambassador, working on product innovation and mentoring young swimmers.
