All Sporting Events articles
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ArticleMLB, NHL sign prediction market deals amid legal fight
Polymarket and Kalshi have signed deals with MLB, the NHL and other leagues, each voidable if courts rule the contracts illegal.
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ArticleFanatics brings some financial plumbing in house
Better known for jerseys and memorabilia, Fanatics is acquiring the exchange and clearinghouse behind its prediction markets.
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News briefsMarathon Tours launches Greek Odyssey Running Festival
The running travel operator’s new event pairs ancient landscapes with the Athens Marathon.
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ArticleUltimate Sevens’ first ad won’t say what the sport is
Rugby sevens championship Ultimate Sevens never says what it is – only what it isn’t.
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ArticleNox, Playtomic sponsor an MLP (guest) team
Spanish brands Nox and Playtomic have attached their names to Europe’s maiden Major League Pickleball guest team.
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ArticleFrance blocks Polymarket, spares rival Kalshi
France, Spain, Brazil and Australia are drawing different lines around Polymarket and Kalshi, exposing regulatory fragmentation.
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ArticleBoost to come for Brooks after Kerr’s run?
Brooks joins Nike, adidas and HOKA treating record bids as marketing events.
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ArticleJoma 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.
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ArticleWho will kick this ball in New York?
Spain, France, England and Argentina are down to four. adidas has already revealed the ball waiting for Sunday’s finalists.
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News briefsAlpes 2030 finally makes 50-50 more than a slogan
For the first time, Winter Games quotas will be split evenly between men and women, the IOC confirms.
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ArticleWorld Cup broadcast records mask a bigger social audience
Broadcast records in Canada and the US run alongside a larger, harder-to-monetize creator viewing base.
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ArticlePrediction markets – The legal war
A federal appeals court backed Kalshi in April, but Ohio, Nevada and Massachusetts have sided with states seeking to ban it.
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ArticleUnder Armour loses WNBA footwear supplier status
Under Armour loses WNBA authorized supplier status for 2026, leaving players to tape over logos or compete in unbranded shoes.
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ArticlePGA Tour announces two-series structure from 2028
Championship and Challenger Series start in 2028 with $20 million and $4 million purse floors and annual promotion and relegation.
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ArticleWhen legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
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ArticleKalshi booms on sports
From politics to parlays: sports now drives 85% of Kalshi’s $112 billion lifetime volume.
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ArticleWorld Cup 2026 breaks broadcast records in its first week
The 2026 World Cup is reaching consumers at scale not seen since 2018. Five markets, five days, one clear signal for brands.
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ArticleThe bonfire we’re no longer watching together
The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor.
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ArticleTechnogym, World Athletics open RUN X registration
Fitness clubs, universities, hotels and corporate facilities can host qualifiers for the first World Treadmill Championship.
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News briefsAlibaba named UEFA AI and e-commerce partner
Exclusive AI, cloud and e-commerce rights span Euro 2028 and six seasons of UEFA men’s club competitions.
