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©  D.R.
NBA: partnership with Alibaba Cloud (CHN) ahead of 2 pre-season games to be held in China

Alibaba Cloud, the cloud and digital technology arm of Chinese multinational Alibaba Group, has signed a multi-year collaboration agreement with the National Basketball Association to "reimagine the ways fans in China experience and engage with the NBA" from 2025-26, announced the two parties on…
Domain(s): Sponsors & Partners
• Category(ies): Professional leagues, Sponsors - Partners, Activation, …
• Article # 414799
• Published on 09/10/25 at 15:20
©  D.R.
Marketing: 65 million views in 24 hours for LeBron James' "Second Decision" advert for Hennessy (LVMH)

A video announcing the partnership between the Hennessy group (cognac, LVMH) and the American basketball player LeBron James (Los Angeles Lakers, NBA) generated almost 65 million cumulative views on Instagram (14.4 million) and X (40 million, including 25 million on the Hennessy account) in less…
Domain(s): Sponsors & Partners
• Category(ies): Sponsors - Partners, Digital, Marketing - Communication, …
• Article # 414642
• Published on 08/10/25 at 17:00
©  AC Milan
AC Milan: partnership extended with Socios.com, new digital activations to be launched in 2025-26

Socios.com, a cryptocurrency blockchain platform owned by ChiliZ and Mediarex Sports & Entertainment, has extended as a global partner (3rd level) of AC Milan (Serie A Enilive) from the 2025-26 season, announced the club on 08/10/2025. The group has been involved as AC Milan's "blockchain…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Activation, …
• Article # 414636
• Published on 08/10/25 at 16:40
©  International Olympic Committee
IOC: licensing agreement with SEGA (Sonic) for the launch of co-branded products from 2026

The International Olympic Committee has entered into a multi-year licensing agreement with Japanese video game publisher SEGA Sammy "to launch a co-branded merchandising programme that celebrates Sonic the Hedgehog (the main character of SEGA's eponymous video game) alongside the Olympic rings,…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 414589
• Published on 08/10/25 at 16:20
©  Heineken
UEFA: Heineken (beer) extends as a partner of the Women's Champions League until 2030

Heineken has extended as an official partner of the UEFA Women's Champions League until 2030, announced the Dutch beer brand on 07/10/2025. The brand initially became a partner of the competition for four seasons (2021-2025) on 26/08/2021, under an agreement that also included the 2022 and 2025…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 414567
• Published on 08/10/25 at 13:40
©  Paris FC / Renault
Paris FC: a stand reserved for 55 children aged 5 at the Stade Jean-Bouin in partnership with Renault

Paris FC (Ligue 1 McDonald's), in collaboration with its major partner Renault Group (car manufacturer), has launched the "Kop 5" stand reserved for children aged 5 at the Stade Jean-Bouin (20,000 capacity, Paris, FRA), announced the club on 07/10/2025. The stand will be able to accommodate 55…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Ticketing, …
• Article # 414360
• Published on 07/10/25 at 13:25
©  Paris FC
Ligue 1 McDonald's: NTT Data becomes a partner of Paris FC to support its digital transformation

NTT Data, a Japanese IT services company, has become an official partner (3rd level) of Paris FC (Ligue 1 McDonald's) for the 2025-26 season, announced the club on 06/10/2025. "This partnership marks a key step in Paris FC's digital transformation. Thanks to NTT Data's expertise, we will be…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Digital, …
• Article # 414116
• Published on 06/10/25 at 13:00
©  D.R.
Weekly News Extra (29/09-03/10/2025)

• The marketing agency Sportfive has been selected by Real Madrid CF (LALIGA EA Sports) to market hospitality at the Bernabéu (Madrid, ESP) in 2025-26. • Anne Hidalgo, Mayor of Paris is opposed to the acquisition of the naming rights to the Stade Jean-Bouin (20,000 capacity), home of Paris FC…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Ticketing, Social Responsibility, Media Audiences, …
• Article # 414034
• Published on 03/10/25 at 17:25
©  FIGC
Italy/FIGC: Athora (insurance) succeeds eBay as title sponsor of the Serie A Femminile (2025-2027)

Athora Italia, the national subsidiary of the European insurance group Athora, has acquired the naming rights to the Serie A Femminile for two seasons (2025-2027), announced the Federazione Italiana Giuoco Calcio on 02/10/2025. The Italian women's top division will thus take the name "Serie A…
Domain(s): Sponsors & Partners
• Category(ies): Federations, Sponsors - Partners, Marketing - Communication, …
• Article # 414017
• Published on 03/10/25 at 16:20
©  NTF
Leaders Week 2025: "We wanted to improve the game with technology" (J. Holzmüller, FIFA)

"The Frank Lampard incident (see below) was the moment where a lot changed within FIFA when it comes to innovation technology. From the beginning, we were working closely with different tech providers. One of these tech providers was already Hawk-Eye (owned by Sony). Over time, we developed many…
Domain(s): Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Public Authorities & Regulations, Essentials Media, Essentials Sponsors & Partners, …
• Article # 413667
• Published on 03/10/25 at 15:00