Brands

IOC TOP sponsor Samsung has announced new agreements to support competitions for three of the Olympics' newest sports in the lead-up to the Paris 2024 Games.

The collaboration will see Samsung work alongside the World Surf League (WSL), Street League Skateboarding (SLS) and Pro Breaking Tour (PBT) to celebrate the sports of surfing, skateboarding and breaking — and their communities — on the Road to Paris 2024 and beyond.

Jan 15, 2024 19:01
The Aditya Birla Group (ABG) has reportedly entered the race for the Indian Premier league title rights with a Rs 500 crore per year bid, totalling Rs 2,500 crore over five years.
Jan 15, 2024 17:01
The International Hockey Federation has signed a four-year partnership with Nike.  The partnership, financial terms for which were not disclosed, includes Nike delivering equipment to officials and umpires, as seen at the recent FIH Hockey Junior World Cups and the first FIH Hockey Pro League mini-tournament of the season. 
Jan 12, 2024 19:01
The International Olympic Committee (IOC) Friday announced that AB InBev, the world’s leading brewer, will become a Worldwide Olympic Partner (TOP Partner) through to 2028.  The value of the deal was not disclosed, though the IOC has said some of its sponsors pay more than $300 million to be in the TOP (The Olympic Partner) program for a four-year commercial cycle.
Jan 12, 2024 18:01
The Saudi Pro League (SPL) and adidas today unveiled a new partnership to promote football in the Kingdom of Saudi Arabia and drive sustained development in the years ahead.
Jan 11, 2024 12:01
To open the 2024 season in style, and to reinforce its strong ties with tennis, BOSS has welcomed two new womenswear brand ambassadors: tennis talents Noma Noha Akugue and Ella Seidel. 
Jan 09, 2024 19:01
The Board of Control for Cricket in India Tuesday announced Campa and Atomberg Technologies as official partners for the BCCI domestic and international season 2024-2026. Campa, a legacy brand under the Reliance Consumer Products umbrella, will leverage this association to announce a "range of products and provide fans with a new-age experience at the stadiums".
Jan 09, 2024 17:01
Global sports icon and golf superstar Tiger Woods has played his last tournament as a Nike ambassador. Woods, who has worn Nike apparel since first signing with the company in 1996, announced via a statement on Monday on social media that his time with the world's most valuable sports brand had come to an end. He did not, however, share any details on future endorsement plans.
Jan 09, 2024 17:01
South Korea-based sportswear major Fila Holdings Corporation has promoted Todd Klein to the newly created position of global brand president of the Fila brand. In addition to his current responsibilities, Klein, who has headed Fila’s US division for a year, will assume accountability for all label business operations, encompassing worldwide product and marketing initiatives, the company declared. 
Jan 08, 2024 20:01
Hero MotoSports Team Rally, the motorsport team of the world’s largest manufacturer of motorcycles and scooters - Hero MotoCorp, powered through a long and challenging second stage of Dakar 2024, with all three riders finishing in good positions.
Dec 27, 2023 10:12
The International Cricket Council (ICC) and Coca-Cola Tuesday announced an eight-year extension of their ongoing global multi-million dollar partnership encompassing ICC World events across all three formats, up until the end of 2031.