PURCHASE, N.Y.: Starry, PepsiCo's newly unveiled lemon lime flavored soda, will become the official soft drink of the NBA, the WNBA and NBA G League in North America. 

Capitalizing on the leagues' successful partnership with MTN Dew, Starry will leverage the platform of the biggest weekend in basketball to make a splash, becoming the title partner of the NBA All-Star 3-Point Contest, which takes place on February 18 in Salt Lake City, Utah.

Feb 03, 2023 18:02
HERZOGENAURACH, Germany: Sports company PUMA has signed a long-term agreement with reigning Olympic 100 meters Champion Marcell Jacobs from Italy, who will wear the company’s products starting at the Orlen Cup in Lodz on Saturday.
Feb 02, 2023 19:02
German sportswear giant adidas Thursday announced the launch of its third label - Sportswear - a fashion-forward line aimed at Gen Z.  Complementing the brand’s Performance and Originals labels, adidas’ first new label in five decades will launch worldwide from 9 February in stores and online.
Jan 31, 2023 19:01
DUBAI: The International Cricket Council (ICC) has issued an Invitation to Tender (ITT) to "partner with a world-class and well-established brand" to be its Official Apparel Supplier to provide clothing at ICC events from 2024 to 2027.
Jan 27, 2023 18:01
Alfa Romeo have announced entertainment and lifestyle brand Stake as their new title sponsor, meaning the team will have an altered team name and logo for the upcoming F1 campaign. Stake were founded in 2017 and have since built up a strong presence in the sporting world, with the Sauber-run Alfa team announcing the “record-breaking” partnership would run for 2023 “and beyond”.
Jan 24, 2023 07:01
NEW DELHI: The world’s leading badminton equipment brand YONEX on Saturday announced that it will now manufacture high-quality graphite racquets in the country, expanding its existing production plan and base in India, a move which will bring the cost of full-body racquets down considerably.
Jan 20, 2023 09:01
Edtech major BYJU’S, India's most valued startup, will not renew its sports branding partnerships, co-founder and CEO Byju Raveendran has confirmed.  BYJU’S currently has three large branding partnerships with the BCCI, ICC and FIFA that will be up for renewal.
Jan 18, 2023 15:01
United Breweries has appointed Vikram Bahl as Chief Marketing Officer.  Bahl shared the development on his social media account. Bahl moved out of Unilever in December last year. He was Global Brand vice-president, Nutrition.
Jan 16, 2023 18:01
BENGALURU: Fastrack, which lays claim to being India’s largest youth and accessories brand, has ventured into the "affordable" smart wearable segment with the launch of the new, ‘Reflex Beat+’.  The new smart watch with 1.69” UltraVu Display and 60 Multi-sports mode along with a line-up of utility features is now exclusively available on Amazon Fashion.
Jan 13, 2023 17:01
NEW DELHI: Technology brand Compaq, having established itself in the Indian advanced smart TV domain, has now entered the smartwatch segment with QWatch.  This is the first time Compaq has entered into the wearable technology segment. Compaq smart watches will be exclusively available on e-retail platform Amazon from 14 January onwards.
Jan 11, 2023 18:01
Global marketing data and analytics company Kantar Tuesday announced the appointment of Cheong Tai Leung as CEO of its Insights Asia Pacific business.