Sports Licensing News

NEW YORK--(BUSINESS WIRE)--bet365, a global leader in online sports betting, today announced the launch of its new North American brand campaign, “Winning is Everything.” The work, created in partnership by bet365’s new U.S. and Canada agency of record, VML, introduces a refreshed creative direction, visual identity and tagline aimed at the passionate and knowledgeable sports and casino fans. This brand evolution marks a significant milestone for bet365, following the establishment of its North...

SANTA MONICA, Calif.--(BUSINESS WIRE)--FRE® Nicotine Pouches today announced a partnership with 23XI Racing driver Riley Herbst and the No. 35 team, bringing the brand to the NASCAR Cup Series. The partnership pairs FRE with one of the sport's most dynamic young drivers ahead of his hometown race at Las Vegas Motor Speedway on March 15, combining on-track visibility with an expanded retail presence through Terrible's, the Herbst family's well-known chain of convenience locations across the Las...

VALENCIA, Spain--(BUSINESS WIRE)--Project B today announced that Valencia will host a stop on its elite global basketball tour as part of a multi-year partnership with Roig Arena, one of Europe’s most advanced sports and entertainment venues. Scheduled for March 12–22, 2027 Project B will coincide with Las Fallas, the city’s iconic festival that fills Valencia with art, fireworks, and celebration each March. The combination of Valencia’s passionate fans and world-class facilities makes it a nat...

LOS ANGELES--(BUSINESS WIRE)--Herbalife, a premier health and wellness company, community and platform, today announced that it has renewed its support of the LA Galaxy Special Olympics Unified Team for the 2026 season. This partnership will offer Special Olympics athletes—ages 16 to 25— access to the same high-quality resources as the professional team including world-class nutrition education, elite training, and exclusive experiences, such as access to professional team gear, travel, scrimma...

LOS ANGELES--(BUSINESS WIRE)--IDL international dance league today announced it signed a strategic partnership with CÎROC Ultra-Premium Vodka, who will serve as the official vodka in the U.S. for the 2026 season. This partnership marks IDL’s first brand partnership, aligning two leaders in cultural influence, lifestyle and entertainment, and marks the latest expansion of CÎROC’s Athletic Club platform, which celebrates sport as a lifestyle rooted in community, culture, and elevated social exper...

TORONTO--(BUSINESS WIRE)--Corpay, Inc.*, (NYSE: CPAY) a global leader in corporate payments, today announced that its Cross-Border business has partnered with Formula E, the world’s first all-electric FIA World Championship and B Corp Certified sport. Under the agreement, Corpay becomes the exclusive and Official Foreign Exchange Provider of the ABB FIA Formula E World Championship. The ABB FIA Formula E World Championship brings dramatic racing to the heart of some of the world’s most iconic c...

MIAMI--(BUSINESS WIRE)--A new era in fútbol pulses through Miami today as Nu, one of the world’s largest digital financial services platforms with 131 million customers, and Inter Miami CF, the reigning MLS Cup champion, announced a landmark multiyear partnership establishing Nu as a Main Partner of Inter Miami CF. The agreement comes at a pivotal moment for both organizations, as Nu accelerates its international expansion into the United States and Inter Miami CF builds on its position as one...

LOS ANGELES--(BUSINESS WIRE)--37 Partners, a revenue-generating talent and IP venture platform co-founded in 2025 by NBA All-Star and Champion Metta World Peace, today announced the first public launch of Perpetual Celebrity Commerce (PCC), a platform that enables professional talent to deploy officially licensed AI-powered digital likenesses for live commerce and fan engagement across global markets. Starting today, Metta’s licensed digital likeness will go live on Shopee, one of Southeast Asi...

CLEVELAND--(BUSINESS WIRE)--The Nike Circuit, a leading national boys and girls volleyball event operator, has announced AIM Sports Group as its exclusive digital partner, and will continue to feature AIM+ at all Nike Circuit events through the summer of 2027. AIM+ is a first-to-market, fully integrated digital ecosystem designed to revolutionize the youth sports experience for players, coaches, parents, fans, and recruiters – transforming how sports are experienced at the youth level. The part...

VANCOUVER, British Columbia--(BUSINESS WIRE)--lululemon (NASDAQ: LULU) today announced the launch of its first-ever sweat-concealing technology designed for high-sweat activities. The new technology, which will live under lululemon’s ShowZero™ platform, conceals higher volumes of sweat, while ensuring enhanced breathability, moisture management, and an incredibly lightweight feel, to support the most demanding, high-sweat activities. The new ShowZero technology was developed in collaboration wi...