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FIBA has partnered with premium Swiss sportswear brand FOURTEEN to serve as the official apparel supplier for all FIBA’s 3×3 basketball global events. Launching for the 2026 season, the collaboration will see players kitted out in specific 3×3 basketball apparel that reflects the sport’s fast-paced action and urban culture roots, balanced with the FOURTEEN brand’s […]
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Sports and live entertainment company AEG has announced a multi-year renewal of its global partnership with Marriott Bonvoy, the travel membership platform of Marriott International. After first announcing a singular partnership in 2013, the renewed agreement is set to build enhanced international reach, a heightened focus on music and a more connected fan journey made possible […]
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Real Madrid C.F. is partnering with global entertainment studio Moment Factory to create Realmadrid Games, a multi-level interactive journey around the newly renovated Bernabéu stadium. Described as a “world-first permanent multimedia activation,” the experience is designed to extend the fan journey beyond match days and develop immersive interactivity, while transforming underutilized spaces into year-round attractions. […]
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Global financial technology platform Intuit has announced that it has retained its sponsorship of the 2028 Olympic and Paralympic Games in Los Angeles as a Founding Partner in the financial management software category. It becomes one of the first companies to retain the naming rights for an Olympic Games venue, with Intuit Dome hosting five-on-five […]
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The Federación Mexicana de Fútbol and Soccer United Marketing, have secured a multiyear partnership agreement with Ria Money Transfer to make the company the official remittance services partner of both the Mexican Men’s and Women’s National Teams. Soccer United Marketing is the commercial arm and partner of Mexico’s annual U.S. Tour. Ria launched the partnership at […]
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Engine, a business and group travel platform, has been named the presenting sponsor of the 2025 Myrtle Beach Bowl. The Myrtle Beach Bowl presented by Engine is scheduled for December 19 at Brooks Stadium in Conway, South Carolina. Engine’s travel platform is designed to simplify and enhance travel management, including single-invoice billing and flexible bookings, […]
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USA Bobsled/Skeleton is turning to AI to help its athletes gain the extra edge the sport requires to make the podium. Snowflake, an AI data cloud company, has become the official data cloud provider for the national governing body in the months leading up to the 2026 Olympic and Paralympic Winter Games in Milan-Cortina. “Grit, […]
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USA Swimming and Speedo have renewed their sponsorship that began 40 years ago, one of the longest-held sponsorships for a national governing body. A partner of USA Swimming since 1985, Speedo holds limited exclusive rights in the technical swimwear product category and will retain exclusive naming rights as the title sponsor of Speedo Sectionals, Speedo […]
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Marriott Bonvoy has been named the title sponsor of Battle 4 Atlantis, a premier early-season college basketball tournament. The partnership with Atlantis Paradise Island will rename the event the Marriott Bonvoy Battle 4 Atlantis, which will feature elite Division I men’s and women’s college basketball programs competing over Thanksgiving week at the resort in the […]
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LA28, Team USA and NBCUniversal have partnered with Google to deliver a more personal and interactive experience for Olympic and Paralympic Games athletes and spectators. As part of the deal, Google will become a founding partner of LA28 and integrate its technologies across Google Search, Google Cloud and advanced AI tools like Gemini to connect […]
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