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One season. One deal. One final bet.West Ham United are reportedly replacing Betway with Irish bookmaker BoyleSports as their main shirt sponsor […]

What clubs, leagues, and investors must learn from the record-breaking year in European football. In 2023–24, European football reached an

— A Strategic Case Study on Cross-Sport Synergies, International Expansion, and Regional ResilienceBased on reporting by Alex Donaldson | Originally

Credit: Sportcal The English Football League (EFL) is undergoing a profound transformation as American investors increasingly set their sights beyond

Adidas and Sevilla: A Reunion Rooted in Legacy and Vision In a long-term statement of intent, Sevilla FC have signed a

By SportCal For decades, watching live sport meant surrendering to a single, shared feed. One match. One angle. One story.

In an era where many sponsorships are short-lived or surface-level, Renault and Roland Garros are proving that longevity and alignment

A New Era in Global Fan Engagement and Retail Innovation In a bold and calculated move to amplify its commercial

Arsenal Women are rewriting the playbook for women’s football—not just on the pitch but at the box office. In a

Source: Insider Sport In a world where sponsorship must be more than skin-deep, the 11-year partnership between Lyca Mobile and