MMA’s New York shot

UFC’s Fight Week Card

MMA’s biggest battle yet is over. The sport notched a big win when a bipartisan New York State Assembly passed legislation to legalize and regulate professional mixed martial arts throughout the state. The passage of A.2604-C, sponsored by Assembly Majority Leader Joseph Morelle and 72 other Assembly sponsors, will now see the bill sent to […]

Sponsors line up behind the World Cup of Hockey

Sponsors line up behind the World Cup of Hockey

The NHL and NHLPA unveiled the first lineup of Official Partners for the World Cup of Hockey 2016, which spans Sept. 17-Oct. 1. Among the brands signing on will be Air Canada, Canadian Tire, Honda, Molson Coors, PepsiCo, Scotiabank, Tim Hortons and Visa who join the likes of adidas and Rogers Communications and will engage […]

Amazon gets NFL inventory

Amazon gets NFL inventory  (Facebook)

Amazon has drafted NFL Films to create its new series All or Nothing, offering fans “a glimpse into the week-to-week drama that unfolds within the lives of players, coaches and owners of an NFL franchise during the course of the regular season.” The series will debut exclusively on Amazon Video with the inaugural season spotlighting […]

Citigroup adds Gabby to its portfolio

Citigroup adds Gabby to its portfolio (Facebook)

Citigroup hits the Rio Games this year with a slate of athletes that are set to include gymnast Gabby Douglas and beach volleyball’s Kerri Walsh Jennings, according to Reuters. Citi announced its Olympic lineup on Monday, along with an investment in rugby, with a sponsorship of Carlin Isles. Other U.S. athletes Citi will back include […]

Yahoo’s Sports stakes

Yahoo's Sports stakes (Facebook)

Amid Yahoo’s recent announcement of a strategic shift toward its core consumer products, its sports brands continue to shore up their content and partnerships. Following last October’s live stream of an NFL game, Yahoo Sports has since announced a partnership with the NHL to deliver free, live games to fans, along with on-demand, premium content; […]

A calamity at Indian Wells

A calamity at Indian Wells

Tennis grabbed headlines yesterday for all the wrong reasons when Raymond Moore, CEO of Indian Wells Tennis Garden, told media that the WTA and the sport’s female pros “are very, very lucky” as the women’s game was “riding on the coattails” of the men’s successes. Among the comments was that “If I was a lady […]

First Four is Second-Highest

CBS Sports prepares for b-ball press

truTV saw 5.3 million total viewers tune in for the NCAA First Four, according to Nielsen, which marks the second most-viewed of all time. The quartet for games also generated a 3.4 rating, also #2 in the rankings, for a 3% rise over last year’s numbers. Wednesday night’s Michigan/Tulsa matchup handed the channel with an […]

FOX Sports kicks into eSports

FOX Sports' eSports kicker

FOX Sports is kicking the tires on the eSports game, announcing broadcast plans for the FIFA Interactive World Cup 2016, an annual international eSports competition that will crown the world champion of EA Sports’ FIFA 16 franchise. Thirty-two Grand Finalists are set to gather in New York City from March 20-22. FOX Sports’ digital platforms […]

T-Mobile’s big-league play

NBC RSNs play ball (Facebook)

T-Mobile is taking its partnership with Major League Baseball to the next level, announcing that the brand will give customers a full, free year’s subscription to MLB.TV Premium. In addition, T-Mobile will be the title sponsor of both the T-Mobile Home Run Derby during All-Star Week and the T-Mobile Junior Home Run Derby, a new […]

PepsiCo’s Brisk eSports move

Pepsi’s Brisk eSports move

Non-endemic brands took another step toward eSports immersion as Pepsi inked a deal with OpTic Gaming to launch its new Brisk brand, Brisk Mate. rEvXP represents OpTic Gaming and facilitated the deal for the famed squad. “Sometimes it’s better to put the product into the hands of influencers who the audience looks up to instead […]