Wimbledon will not introduce a dedicated influencer accreditation category following controversy over content creators at the US Open. The All England Lawn Tennis Club, which organises Wimbledon, will continue to prioritise journalists and established media organisations for media access. Influencers and content creators will still be able to attend the tournament with regular tickets, but…
TikTok and the NFL have renewed their multi-year partnership, extending a relationship that began in 2019 and expanding the league’s efforts to reach fans, teams and advertisers through the short-form video platform. NFL content published on TikTok grew by 32% over the past year, according to the report. Under the renewed agreement, the league and…
Manchester City has unveiled “It Takes a City,” a new brand platform designed to strengthen the identity, personality and ambition of its women’s football team. The initiative aims to tell the story of Manchester City Women in a distinct way while highlighting the connection between the players, supporters and the wider community surrounding the club….
Liverpool has launched a new global e-commerce platform as part of its wider digital transformation strategy, timing the rollout alongside the release of its 2026/27 adidas third kit and a new lifestyle collection. The redesigned online store introduces a more personalised shopping experience, curated product recommendations, improved performance and a streamlined checkout process across both…
adidas has unveiled the official match balls for the 2026/27 UEFA Champions League and UEFA Women’s Champions League, with two distinct designs inspired by dedication, ambition and the collective effort behind Europe’s biggest club competitions. The UEFA Champions League official match ball pays tribute to the work that takes place away from the spotlight. Inspired…
The 2026 Men’s FIH Hockey World Cup has generated 106.4 million views across the International Hockey Federation’s (FIH) digital and social media platforms, with the tournament continuing in Belgium and the Netherlands. According to figures released by the FIH as of August 24, Instagram accounted for 66.7 million views, while Facebook generated 32.6 million and…
FC Bayern Munich and the National Hockey League (NHL) have launched a multi-year strategic partnership aimed at expanding ice hockey’s reach in Germany while strengthening Bayern’s presence across North America. The cross-sport agreement brings together one of European football’s most recognisable clubs and North America’s leading professional ice hockey league through a series of commercial,…
Bayern Munich’s digital operation reached record levels during the 2025/26 season, generating more than 15 billion video views and 1.1 billion social media interactions as the German club expanded its global audience. The Bundesliga champions said their combined social media following grew by around 10% to more than 220 million, highlighting the scale of Bayern’s…
Japan’s J.League has partnered with sports marketing agency IMG to strengthen its global sponsorship strategy, boost commercial sales and accelerate the league’s international growth. Under the agreement, IMG will advise the J.League on its renewed global brand structure, develop new sponsorship categories and secure international commercial partnerships as the league looks to expand its presence…
Ligue 1 club Lens unveiled its new third kit in an unconventional setting, turning the wedding of two supporters into a football shirt launch. The bride and groom ditched traditional wedding attire to pose in the club’s new jersey. French Ligue 1 side Lens has found a unique way to unveil its new third kit…
