Sports

Connecticut’s new 203 Sports Academy is housing elite young hockey players in a hotel, a novel approach in a state already rich with prep school talent.

Truly Hard Seltzer wants to rename a U.S. town 'Believe' for the summer soccer tournament. Is it a brilliant marketing play or a corporate overreach?

The Las Vegas Aces and beauty giant IPSY ink a major jersey deal, highlighting the growing commercial power and strategic value of women's pro sports.

The beloved Boston-based chain returns to Fenway Park, reigniting a nostalgic partnership and betting big on the power of local flavor at the ballpark.

LALIGA becomes the first European league to partner with a prediction market in North America, a bold move into a legally complex, high-stakes world.

The UFL and Dynasty Financial Partners unveil a game-changing deal, introducing a 4-point field goal and a landmark financial literacy program for players.

The architect of the Raptors' NBA title, Masai Ujiri, joins the Toronto Tempo ownership, launching a global initiative to empower women in basketball.

Subway Canada's new multi-year deal with the Toronto Blue Jays is more than just signage; it's a strategic play in the competitive QSR sports market.

Kansas City gets a taste of 2026 glory as the FIFA World Cup Trophy Tour arrives, kicking off a countdown to the world's biggest sporting event.

This April, Miami Beach showcases a diverse event lineup, from Pride to fitness competitions, aiming to boost tourism and navigate a complex political climate.

The World Series of Poker is back on ESPN with a new format and producer Peyton Manning. Can this high-stakes partnership recapture the magic of the 2000s?

Iconic glove maker Nokona celebrates 100 years with a celebrity auction benefiting Special Olympics, blending American heritage with heartfelt philanthropy.

As the 2026 season begins, MLB reaffirms its historic USO alliance, translating the spirit of baseball into tangible support for military communities.

Former NFL players Reggie Bush and Terrence Murphy acquire LOVB Salt Lake, signaling a major private equity push into the booming women's sports market.

With 1.9M players and only 1 public court per 6,700 residents, USTA Florida calls for urgent investment to meet surging demand and unlock economic benefits.

More than just a tournament, Guangdong's new basketball league is a strategic play to merge sports, culture, and commerce, turning local heroes into engines for growth.

Ferrara's NERDS brand is Canada Soccer's new candy partner, a deal highlighting the sport's commercial resurgence and a new fan-focused strategy.

Tsunami Express Car Wash becomes the Brewers' official partner. This deal goes beyond a clean car, diving into fan perks and strategic regional growth.

Celebrating a quarter-century, the partnership between First Horizon Bank and Bristol Motor Speedway showcases a model for brand loyalty and regional growth.

MVP quarterback Matthew Stafford joins Johnnie-O as its first NFL ambassador, a strategic move to elevate the brand's new licensed apparel line.