All Sporting Events articles
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ArticleSaucony 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.
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News briefsRafa Nadal Academy takes padel tour to US
Four events in Miami, Austin and New York City mark the circuit’s first transatlantic expansion, backed by court-booking platform Playtomic.
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ArticleCrossFit gets its HYROX with $15m Xenom launch
The $15m-backed series applies HYROX’s fixed-format, global-circuit model to CrossFit, opening in Texas in June 2026 with 11 events planned for Season 1.
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News briefsEight European marathons unite in new classics series
The EMC links Rome, London, Vienna and five other city races in a free-to-join challenge for the continental running community.
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News briefsEngland Golf launches Titleist Women’s Four-Ball
New national competition gives women and girls at affiliated clubs a team pathway to a national final, backed by Titleist.
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ArticleSportradar posts record revenues of €1.29bn
The sports betting data group lifted profit to €100 million and authorized up to €1 billion in buybacks.
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ArticleMilano Cortina viewership data: the Olympics still matter
Record audiences across the US, Europe and Japan confirm the Winter Games as a premium platform – if brands know which athletes to bet on.
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ArticleUCI Cycle-ball World Cup adds women’s tournament
Three rounds of the 2026 series will feature women’s competition, a historic first for the bicycle football discipline.
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ArticleNorway wins Milano Cortina 2026 - on and off the piste
With 41 medals and 18 golds, Team Norge left the Alps as the undisputed champion. The brands dressing them didn’t go unnoticed.
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ArticleBirmingham City sells women’s club to its parent
New York hedge fund Knighthead Capital Management consolidates club ownership through affiliate company.
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ArticleOlympics face rival views on climate legacy
The IOC claims a milestone in responsible Games delivery; athletes and advocacy groups say the bar needs to move much higher, and faster.
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ArticlePremier 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.
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News briefsTriathletes PTO acquires long-distance race organizer
The acquisition integrates Challenge Family’s 30+ long-distance races into a unified competition structure launching in 2027.
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ArticleLargest sports-buyout fund yet closes at $1.2bn
Otro Capital’s inaugural fund more than doubles its $500m target, with investments already made in Alpine F1, Two Circles and FlexWork.
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ArticleUA 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.
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ArticleWinter Olympic Weekend Feb 7–8: Podiums and Products
Fischer dominated Nordic events, Atomic and Head battled in alpine, and EA7 Armani led visibility. Weekend brand scoreboard Feb 7–8
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ArticleMilano Cortina 2026: Olympics culture program unveiled
The Cultural Olympiad initiatives run under the tagline “Culture moves the world”.
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ArticleEuroLeague’s new CEO is former NBA Europe VP
Former NBA Europe VP takes the helm as predecessor exits under cloud of alleged conflicts of interest and strained club relations.
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ArticleThe new Olympic deal empowering athlete storytelling
A groundbreaking partnership between WFSGI, IOC and IPC is transforming how brands support athletes during the Games - when it matters most.
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ArticleESPN acquires NFL Network in $3bn deal
The NFL gets 10% of ESPN in exchange for its media assets, reshaping American sports broadcasting.
