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. 

May 21, 2024 17:05
NEW YORK: Saudi Arabia's Public Investment Fund (PIF) and the WTA on Monday unveiled a multi-year partnership that will "support their shared ambition to grow women’s professional tennis and inspire more women and girls around the world to take up the game".  The partnership will also enhance and develop initiatives that support players at all levels.
May 21, 2024 16:05
BENGALURU: Mobil 1, in partnership with Racing Promotions Pvt Ltd (RPPL), successfully concluded the Bengaluru roadshow of F4 and Indian Racing League (IRL) cars ahead of the upcoming racing championship. 
May 21, 2024 16:05
English top-flight football club Aston Villa Monday confirmed adidas as their new kit supplier from next season on in a record multi-year deal.
May 20, 2024 17:05
The Indian Football Association (IFA) and Shrachi Sports on Saturday announced a three-year partnership with a stated vision to "transform the football landscape in Bengal". 
May 20, 2024 13:05
MUMBAI: TAM Sports has released the TAM Sports - IPL 17 Advertising Update 8, which has analysed data from 64 games of this year's 17th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 16.
May 20, 2024 13:05
With less than a month to go before the start of the 2024 T20 World Cup, MRF has reportedly snapped its ties with the International Cricket Council. The Indian tyre major had a long-standing relationship with the ICC but has decided not to extend the partnership further, News18 has reported.
May 17, 2024 18:05
Cricket Scotland has announced Karnataka Milk Federation's dairy brand Nandini as the official sponsor of the Scotland men’s team at the upcoming ICC Men’s T20 World Cup 2024. The Nandini logo will be present on the leading arm of the new Scotland men’s playing shirts at the tournament, which takes place in West Indies and USA and begins on 2 June.
May 16, 2024 18:05
NEW YORK: Major League Soccer (MLS) has announced that Radhika Duggal has been named senior vice president, chief marketing officer, MLS and Soccer United Marketing (SUM).  In this role, Duggal will serve on the senior executive team at the League Office, lead the creation of MLS’ marketing strategy and programs, and drive the continued growth of the League’s global fanbase.
May 16, 2024 15:05
BENGALURU: Sports brand PUMA India was on Thursday announced as official kit sponsor of the Athletics Federation of India (AFI), ushering in a new era of high performance for the country’s athletes. 
May 15, 2024 17:05
Brembo will title sponsor the Italian Grand Prix in 2024 and 2025, taking top billing as MotoGP returns to the spectacular Autodromo Internazionale del Mugello. This year’s edition takes place from the 31st of May to the 2nd of June and will be officially named the Gran Premio d’Italia Brembo.