Sports

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.

More than a game, El Mexicano Brand's sponsorship of the historic soccer rivalry in LA signals a savvy play for cultural connection and market dominance.

For the first time, the elite global sailing race will make its U.S. stop on Florida's Gulf Coast, promising a major economic and scientific boost.

Louisville's new UFL team partners with a local distillery for an ultra-rare, 18-year-old bourbon, blending sports excitement with craft spirit heritage.

The airline's new partnership with Orlando City and Pride is a strategic move to deepen its US roots by tapping into the powerful connection between soccer and community.

As sports sponsorship spending soars, 76% of marketers can't prove its value. A new crisis of accountability is forcing a high-stakes industry to change its game.