Aditya Chaudhuri

The National Basketball Association (NBA) has announced a new multi-year partnership agreement with global footwear and apparel retailer Foot Locker, which comes on board as an Official League Marketing Partner in the US. In accordance with the deal, Foot Locker will get branding presence across various NBA assets such as on-court virtual signage during national...

Indian Premier League (IPL) franchise Rajasthan Royals have announced a multi-year partnership extension agreement with energy solutions company Luminous Power Technologies, which will thus continue on as their Title Partner until 2025. The extension will see the Luminous branding continue featuring on the Royals matchday and training shirt. Luminous will continue to work on various...

The Phoenix Suns have announced a partnership agreement with GHOST, a lifestyle brand which spans energy drinks, sports nutrition, merch and apparel. GHOST has come on board as the Official Energy Drink Partner of the National Basketball Association (NBA) team.  The partnership will see GHOST’s ORANGE CREAM made available at the Suns home games at...

British Formula One team McLaren have announced that their IndyCar team member Pato O’Ward will join them as a Reserve Driver for the 2024 Formula One season.  The Mexican racer has already ran multiple Driver Development tests, having also taken part in the 2021 Abu Dhabi Young Drivers test. Last year, at the 2022 Abu...

The Football Association (FA), the governing body of football in England, has announced a three-year partnership agreement with Adobe, which will see it become an Official Sponsor for the Women’s FA Cup. The partnership will see Adobe focus on fan engagement activities and help clubs connect with their fans through various new and engaging content. ...

Online fantasy sports platform SportsBaazi has roped in Afghan professional cricketer Rashid Khan as a brand ambassador. Via this partnership, SportsBaazi aims to reach out to more people using Khan’s popularity among the cricketing fans. Also read: LevelUp11 announces Rashid Khan partnership Speaking about becoming a SportsBaazi brand ambassador, Khan commented: “The growth of skill-based...

Indian professional cricketer MS Dhoni has invested in Tagda Raho — a Bangalore-based fitness startup. Tagda Raho aims to make India fitter by reviving the “OG Indian Workout”. As it works towards expanding across the country, bringing Dhoni on board offers the startup a major boost. Tagda Raho is known for its fitness programmes, which...

The Mercedes-AMG PETRONAS F1 Team have announced a new multi-year deal with SAP, which is set to come on board as an Official Team Partner, starting next year.  SAP will be helping the team “accelerate operational efficiency and unlock new data insights to deliver performance gains.” Mercedes will also be using SAP S/4HANA Finance to...

17-year-old American racer Lia Block has been announced as the latest driver of the Williams Racing Driver Academy and will, therefore, represent the team in the 2024 season of F1 Academy. Block, who became the youngest ARA champion ever after winning the 2023 American Rally Association Open Two-Wheel Drive, will be racing with McLaren junior...

The Union of European Football Associations (UEFA) has announced a new partnership agreement with online travel and accommodation platform Booking.com, which returns on the European football-governing body’s partnership portfolio and will be sponsoring next year’s European Football Championship, commonly known as UEFA Euro 2024. Booking.com will also sponsor the 2025 UEFA Women’s Championship (UEFA Women’s...