ParalympicsGB and Adidas announced an eight-year extension to their iconic partnership on Wednesday meaning they will ...

Arizona State basketball legend and current Clippers guard James Harden gifted pairs of his Adidas Harden Volume 8 to the Sun ...

An ESPN report indicates that Inter Miami and Lionel Messi have scored a golazo when it comes to marketing, sponsorship, and ...

When Inter Miami broke precedent to bring on Lionel Messi, signing him to a contract worth $150 million, the club was making ...

Private equity firms are increasingly looking towards the booming sports sector, where companies partner with popular leagues that attract large crowds and foster a loyal customer base. In August, the ...

Private equity firm Altor said on Wednesday it has agreed to buy a majority stake in Canada's iconic 125-year-old brand CCM ...

One of the biggest brands in hockey is changing owners once again. Altor is taking a majority stake in CCM Hockey, the skates ...

The 2024 MLB postseason has arrived. With it, so too has a brand new league-wide sponsor. Visible on every team's helmets ...

With the majority of kits now out for the 24/25 season, we’ve taken the liberty of rounding up what we think are some of the ...

New York Jets quarterback Aaron Rodgers revealed that he has a minor ailment that could complicate his upcoming 2024 NFL ...

The shift in recent years to emphasize DTC at the expense of wholesale enabled long-time competitors such as New Balance and ...

The Texas Tech basketball’s 2024-25 schedule is out. The Big 12 basketball program will begin its conference play at the end ...