Marketing
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News briefsSpeedo and the German Swimming Federation extend their partnership
The collaboration is set up for five years and will run through 2029.
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News briefsEngland Rugby confirms Castore as Official Technical Kit Partner
England Rugby and Castore have announced a new long-term partnership.
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News briefsXTEP launches Global Run Campaign
XTEP invites running enthusiasts to become XRC brand ambassadors.
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News briefsNopinz partners with Cycling Time Trials
The UK brand specializing in aerodynamic cycling apparel will provide champions jerseys, caps and prizes, and will also work with the CTT on cross-promotional initiatives.
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News briefsNew Era and Adidas in baseball cap partnership
The players of three US college baseball teams will be wearing New Era’s iconic 59Fifty fitted caps.
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News briefsNike and Atlético Madrid will continue kit partnership until 2035
Their partnership began in 2001.
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ArticleAsics foundation launched to promote movement among young people
Asics announces the launch of the Asics Foundation, dedicated to addressing social issues through exercise and sport.
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News briefsBabolat becomes official partner of Juan Carlos Ferrero and his academy
Former pro tennis player Juan Carlos Ferrero is the coach of Carlos Alcaraz.
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News briefsPentland Brands becomes the first ever sponsor of TNT Sports channel
Six of the company’s brands will showcase through TV, on-demand and social media across the entire TNT Sports portfolio.
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News briefsSpeedo unveils hybrid short designed for use on land and in water
The new versatile Lookout Short adapts to every activity in any environment.
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News briefsMizuno partners with Superbike World Championship
The Japanese sportswear brand becomes WorldSBK’s official footwear partner.
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News briefsAsics enters tennis collab with French fashion brand
For its first head-to-toe tennis colab, Asics has teamed up with French A.P.C.
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News briefsUnder Armour and NFL join forces again
Company and league have been apart for five years.
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ArticlePerfect Moment brings F1-speed to the slopes
Luxury ski brand Perfect Moment releases a Formula One-inspired ski collection in collaboration with BWT Alpine Formula One Team.
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News briefsPuma launches a new ad campaign for running
“Go Wild” is the big running campaign for Puma that really gets attention right now.
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News briefsDecathlon responds to consumers demands and launches everyday clothing
After testing the market, Decathlon now rolls out its first collection of clothes for everyday life.
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ArticleHavaianas partners with super model, flip-flop market to reach $5.38bn in 2030
Flip-flops are a global cash machine. Brazilian brands like Alpargatas (Havaianas) and Vulcabras are producing more than ever.
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ArticleAdidas and Bundesliga back in official matchball partnership
After eight seasons, Adidas footballs will return to the pitches of the Bundesliga and Bundesliga 2.
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SponsoredHow sporting goods and fitness brands can leverage sports trends to strengthen brand equity
The Global Sports Properties 2025 report highlights key momentum drivers offering brands a roadmap to remain relevant in an evolving market.
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ArticlePuma replaces Nike as official matchball supplier to Premier League
Already the partner to Serie A in Italy, Puma will start to deliver matchballs to all Premier League games in 2025/26.
