Hyrox draws sponsors big and small
A fragrance brand, an events app, a US retailer and a Gulf gym chain backed Hyrox in October, as Nike added champion Tim Wenisch.
Fred Perry named Davis Cup official apparel partner
The multi-year deal starts at the 2026 Final 8 in Bologna in November, with Fred Perry supplying officials and ball kids.
Fanatics preparing a push for its gambling division
Fanatics CEO Michael Rubin has outlined an aggressive plan to nearly triple marketing expenditure for its gambling division to $1 billion by 2027, as the sports commerce giant seeks to close the gap on market leaders DraftKings and FanDuel.
Joma named official shoe of Spanish Padel Federation
The Spanish sportswear brand is now the federation’s official shoe. Neither party has disclosed how long the deal runs.
Polymarket to pay LeBron more than the 76ers will
NBA legend LeBron James has agreed a $15 million annual endorsement deal with prediction market platform Polymarket – nearly double the $8 million two-year contract he signed with the Philadelphia 76ers. Elite athletes are increasingly monetizing their influence beyond the court.
Brooks named Premier League’s Palace footwear partner
The multi-year deal puts Brooks branding on Crystal Palace’s training and matchday apparel, plus displays at Selhurst Park.
K-Swiss secures ATP sponsorship
K-Swiss has signed a multi-year agreement to become the Official Footwear of the ATP, covering on-court officials, physical therapists and unsponsored players, while also developing a co-branded five-shoe collection for global retail.
Reebok named official partner for Xenom London
The fitness competition, which drew nearly 400 athletes at its June Texas debut, returns Aug. 29–30 at Olympia London.
Emirates and Arsenal extend shirt deal to 2033
Arsenal and Emirates have extended their long-running shirt sponsorship partnership through 2033, in a deal estimated to be worth up to £70 million per season — a significant uplift on the previous arrangement.
Boost to come for Brooks after Kerr’s run?
Brooks joins Nike, adidas and HOKA treating record bids as marketing events.
Joma to sponsor Fetri’s Hyatlón, federation cousin to Hyrox
Puma’s exclusive Hyrox lock is pushing rival sponsors toward federations building their own version of the sport.
Nike and PSG to renew deal early, report says
Nike is reportedly paying more for the one line it just called underperforming.
Physical inactivity 2026: The cost of standing still
The WEF puts $169 billion of sporting goods revenue at risk from rising inactivity, and the WHO’s 2026 milestone will pass unmet. Our Impact of Sports Special gathers the new evidence and the people working on the problem, from Brussels to the brands.
Watch now: How adidas and Decathlon Are Activating Events Differently
On 13 July, SGI Europe and WFSGI hosted the 2. session of their Coffee Break Webinar Series, focusing on sports events as demand engines.
The turquoise McDonald’s that inspired Nike drop
Sweepstake entry, pop-up, athlete appearance, expanded merch: The full modern drop playbook, grounded in one Arizona location.
CrossFit is Reebok’s live training stage
Equipping athletes and all event staff at one of Europe’s top CrossFit qualifiers, Reebok uses French Throwdown as a product credibility mechanism, not a logo play.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
Kelme renews kit sponsorship with RCD Espanyol
The Spanish sportswear brand extends its LaLiga partnership through the 2029/30 season, with plans to broaden its consumer product offer.
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.
