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. 

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 20:02
MUMBAI: Tata Indian Premier League (IPL) franchise Gujarat Titans have launched a unique fan engagement and health & wellness initiative called ‘Race with the Titans’. 
Feb 02, 2023 20:02
NEW DELHI: Technology company BCETH Labs has come on board as the official NFT partner of the Prime Volleyball League for the next 2 years. 
Feb 02, 2023 20:02
Formula E and international sports and lifestyle brand, New Era, Wednesday announced a multi-year global licensing deal for a range of fan headwear products with New Era supplying the official podium cap for the first time in motorsport.
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.
Feb 02, 2023 19:02
MUMBAI: Abu Dhabi-owned Premier League champions Manchester City are reportedly considering a landmark visit to India ahead of the 2023-24 season kick-off. India has never been a pre-season destination for the big European clubs because the football ecosystem here simply does not have the financial bandwidth to justify the huge costs involved in getting big-league sides over for such tours.
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 30, 2023 20:01
NEW DELHI: Multi-sport tech driven competition organisers Sports For All (SFA) will bolster Khelo India Youth Games (KIYG) as a powered by sponsor for the next five years.
Jan 30, 2023 19:01
The sale last week of five franchises for the Women’s Premier League delivered historic numbers. As too did the media rights auction earlier in the month. The BCCI has now invited bids from interested entities to for the WPL's title sponsorship rights.  Bids have been invited from both Indian and overseas entities.
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”.