COLOGNE: The Central European division of Universal Music Group (UMG) have announced a multi-year partnership with ESL Gaming, the world’s biggest eSports company that will be managed out of UMG’s Berlin headquarters.

The aim of the agreement is to exclusively help Universal discover and promote new artists through ESL’s global tournaments and channels. In an industry first, UMG will partner with ESL to create the ultimate destination for gaming and music fans alike to experience the official soundtrack of the world’s esports leagues and tournaments. 

Apr 20, 2021 18:04
BENGALURU: Global sports brand PUMA has signed a long-term partnership deal with two up and coming players, Washington Sundar and Devdutt Padikkal.  The duo joins PUMA’s roster of cricketers that include Indian captain Virat Kohli; wicketkeeper-batsman KL Rahul; women’s national cricketer, Sushma Verma and legends like Yuvraj Singh. 
Apr 20, 2021 17:04
MADRID: MotoGP commercial rights holder Dorna Sports announced Tuesday that an agreement has been signed with Suzuki Motor Corporation to renew their involvement in the FIM MotoGP World Championship for the period ranging from the 2022 season to the 2026 season.
Apr 20, 2021 16:04
AMSTERDAM, the Netherlands: Amstel ULTRA, the premium low-carb, low-calorie light beer, has recruited tennis legend Rafael Nadal as a global ambassador for its growing lifestyle product offerings, including Amstel ULTRA and Amstel 0.0.
Apr 20, 2021 16:04
LAUSANNE: FIDE has signed a historic global partnership agreement with Chessable, making it one of the sponsors for the World Chess Championship cycle, the Olympiad, and the World Rapid and Blitz. Sister company chess24 acquires broadcast rights for top FIDE events from 2021 until 2026. 
Apr 19, 2021 19:04
NEW DELHI: Casio’s iconic G-Shock range of watches known for their legendary toughness, trailblazing designs and innovative technology has tied up with Rajasthan Royals for IPL 2021 to become the franchise's "official toughness partner".
Apr 19, 2021 17:04
NEW DELHI: Bacardi India has announced the appointment of Zeenah Vilcassim as marketing director. 
Apr 16, 2021 14:04
BENGALURU: In the spirit of producing world-class wristwatches that tell stories from India, Bangalore Watch Company announces the launch of two new watches in its Cover Drive sports watch collection that "celebrates the undying spirit of Indian cricket". The first of the two watches are named 'The Yellow Jersey' with a mustard yellow dial, and another named 'Men in Blue' with a pastel blue dial colour.
Apr 16, 2021 14:04
NEW DELHI: Indian gaming talent management company Trinity Gaming has signed sports communication agency Artsmith to create awareness among the gamers & influencers wanting to pursue a career in gaming content creations and how they can monetise and create a brand for themselves. 
Apr 14, 2021 18:04
MUMBAI: Fashion and lifestyle brand Benetton has joined hands with watchmakers Timex India to introduce an exclusive line of watches in the Indian market.  The collaboration is part of a licensing deal where Benetton India will be at the forefront of "creative inspiration stemming from the brand’s DNA of colors and social", while Timex India will spearhead the overall designing, manufacturing and distribution.
Apr 14, 2021 18:04
NEW YORK: American consumer goods giant Procter & Gamble has announced a multi-year, multi-faceted partnership with Major League Soccer.  The financial terms of the agreement were not made public, but CNBC reports that P&G will pay the North American league ‘$80 million to $100 million’ over a five-year period.