Sony, an official technology partner of the NFL, announced today that its technology ecosystem will play an expanded role in Super Bowl LX, marking the company's most advanced presence at the NFL's championship game to date. The upcoming Super Bowl will be the first that is played utilizing Sony's NFL Coach's Headsets, which debuted at the start of the 2025 season. Inspired by Sony's industry-leading 1000X headphone series and designed to optimize sound quality a

Kings League, the creator-led sports competition founded by Gerard Piqué, today announced a $63 million investment round led by Alignment Growth, a U.S.-based media and entertainment investor, with participation from existing shareholders. Since its launch in Spain in 2023, Kings League has established itself as a global phenomenon in creator-led sports. The brand's formula – seven-a-side soccer reimagined for the digital age, with teams and competitions led by supe

As we kick off this unprecedented year for sports, with multiple national and international competitions converging across 2026, one company is redefining youth sports for the better. While the world focuses on medals and trophies, Sportball – the leader of youth sports in Canada – is accelerating its expansion across the U.S., bringing its research-based, fun-first, non-competitive multi-sport methodology to American families. These days, 17% of parents have expectation

360 Hoops, the emerging sports innovation company behind the patented three-in-one basketball system and circular gameplay format, today announced a landmark investment from Geno Auriemma, one of the most accomplished and influential basketball coaches in the history of the sport. The Hall of Fame coach and 12-time National Champion said of 360 Hoops, "What stood out to me about 360 Hoops is that it doesn't try to change basketball…it amplifies it," said Auriemm

UFC®, the world's premier mixed martial arts organization, and Good Greek Moving & Storage®, a full-service relocation company, today announced a new multiyear marketing partnership that will showcase Good Greek within a selection of UFC Fight Nights, as well as Dana White's Contender Series. "We're excited to welcome Good Greek Moving & Storage as an official partner," said Michael DiNuzzo, VP, Head of U.S. Business Development, UFC. "This

Pickleball Kingdom, the world's largest indoor pickleball entity, announces its expansion into Europe. To lead the charge, Philippe Bru has been appointed as Developer for the European expansion for Pickleball Kingdom, marking a significant milestone in the brand's global expansion strategy. As pickleball continues its rapid rise worldwide, Pickleball Kingdom is bringing its proven indoor model, community-driven programming, and professionally operated facilities to Europe.

Niece Motorsports and Acceptance Insurance today announced that Andrés Pérez de Lara will return to the No. 44 Chevrolet Silverado for the full NASCAR CRAFTSMAN Truck Series schedule in 2026, with Acceptance Insurance joining as his anchor partner. Pérez de Lara—one of NASCAR's most promising young drivers—will carry Acceptance Insurance branding as a primary sponsor for select races throughout the upcoming season. Veteran crew chief Wally Rogers

Samuel Merritt University (SMU) today announced a new partnership with Oakland Roots SC to assess players’ movement and performance for the club’s full professional roster at SMU’s Motion Analysis Research Center (MARC). The initiative brings all Oakland Roots players to SMU’s state-of-the-art MARC facility for a two-hour, multi-station assessment designed to establish individualized performance baselines, identify movement patterns and support long-term athl

GameAbove Sports announced an investment in CHIP'd, a sports technology company pioneering smart golf balls with embedded electronics designed to deliver real-time performance data. The investment reflects GameAbove Sports' expanding role as an active investor in golf-focused innovation aimed at improving player development, coaching, and measurable progress across the game. CHIP'd's first product, CHIP'd Golf, is a putting-specific smart golf ball and companion

Esmark Sports Management & Entertainment, a wholly owned subsidiary of Esmark, Inc., has announced that it will become the team sponsor and part owner of a newly formed professional ice hockey team in Kosice, Slovakia. The partnership demonstrates Esmark's commitment to supporting the development of sports and strengthening local communities through the unifying power of sport. Hockey Club Esmark Košice will start competing in the Slovakian professional ice hockey 2HL