The business of sports tech, in brief.
Gaming peripherals brand ZOWIE has named French Counter-Strike player Dan ‘apEX‘ Madesclaire as its latest partner. As part of the partnership, the four-time Major champion will collaborate with ZOWIE to offer feedback during the product development process and share insights from the perspective…
LIV Golf has announced the launch of Fan Caddie, a new generative AI companion developed in partnership with Salesforce. Named Chip, the tool is built on Salesforce’s Agentforce 360 technology and aims to deliver a personalised second-screen experience within the LIV Golf app. The integration…
Sportradar has announced a multi-year agreement with NBC Sports Regional Networks to enhance live NBA game coverage. The partnership will see NBC Sports Regional Networks leverage Sportradar’s NBA advanced data and GameFrame technology across hundreds of live NBA game broadcasts during the 2025-26…
National esports body British Esports has announced a partnership with UK public university Loughborough University to strengthen education and training across the esports ecosystem. The two parties have signed a Memorandum of Understanding (MoU) to support the continued development of the industry…
Gambling blocking application Gamban has announced that it is launching a dedicated Discord server in partnership with Danish esports organisation ECSTATIC. Named the ‘Gamban Hub’, the Discord serves as a space for those affected by gambling harm to meet up, socialise, game, and more. The server…
The Portuguese Esports Federation (FPDE) has renewed its partnership with MOONTON Games for the third consecutive year in line with the country’s Esports Vision 2030. As part of the collaboration, the FPDE aims to grow Mobile Legends: Bang Bang (MLBB) as a leading esport in Portugal in line with…
Eutelsat and Polsat Plus Group, a Poland-based media and telecommunications group, announce the renewal of their long‑standing partnership with a new multi‑year, multi‑transponder contract at Eutelsat’s flagship HOTBIRD video neighborhood
Esports tournament organiser ESL has named energy drink brand Red Bull as a partner for IEM Kraków 2026. The brand becomes the official energy drink partner of the Tier 1 Counter-Strike tournament, which is taking place in the Polish city from January 28th to February 8th. Announced on social…
Eight technology companies have joined forces to create a live-integrated showcase at ISE Barcelona 2026, Europe’s largest audiovisual and systems integration tradeshow. The partnership between Alfalite, Brainstorm, Dejero, Domo Broadcast
Gaming furniture company Blacklyte has announced its latest partnership with UK-based esports team Fnatic. The two brands have come together to unveil an all-new, exclusive, co-branded Athena Pro gaming chair, which features the esports team’s iconic orange and black colours. The gaming chair is…
Sports entertainment platform DAZN has signed a partnership deal with prediction market Polymarket. The agreement has aimed to integrate prediction trading directly into the DAZN ecosystem, allowing users to buy and sell contracts based on the outcomes of sports and cultural events. Following the…
The governing body has agreed a deal with the entertainment platform to serve as a central destination for the upcoming expanded 48-team tournament. This partnership builds on the successful collaboration between the two organisations during the FIFA Women’s World Cup 2023, which resulted in tens…
IBM and The All England Lawn Tennis Club announce a multi-year renewal of their long-standing technology partnership. From the launch of the Wimbledon website in 1995 and the mobile application
The All England Lawn Tennis Club (AELTC) has agreed a multi-year renewal of its long-standing technology partnership with IBM. The collaboration, which has spanned 36 years, has evolved from the launch of the tournament’s website in 1995 to the integration of AI-powered solutions. The new agreement…
Sky and the PGA Tour have agreed a four-year extension to their long-standing partnership in the UK and Ireland through to the end of 2029. This follows recent extensions to
Tissot has expanded its support of FIBA and the global basketball community by becoming an official partner of eFIBA, starting with the upcoming Season 4. The Swiss brand will benefit from a primarily digital presence, including being featured prominently across eFIBA’s social channels, as well as…
The Ladies European Tour (LET) has extended to its partnership with broadcaster Sky. The renewal ensures Sky Sports and streaming service NOW remain the exclusive home of the tour until the end of 2030. The agreement includes rights to the next three editions of the Solheim Cup, covering the 2026…
The HELM, which specializes in cinematic live broadcast and high-end production workflows, enters a strategic partnership with ARRI, a designer and manufacturer of professional motion picture camera systems. The agreement
Genius Sports Limited has struck a new partnership with FanDuel Sports Network to provide brands with the first nationwide intelligent content platform to build meaningful connections with U.S. sports fans.
Brentford has built its reputation on innovation, both on and off the pitch. As one of the most progressive clubs in English football, Brentford’s ambition to continually improve the matchday experience for its supporters led to a partnership with Ticketmaster to deliver a first for the Premier…
