LIV Golf has announced a partnership with Fever that will see the tech platform will become the official global ticketing and demand generation partner for LIV plus an official partner of Fireballs GC team featuring major champion Sergio Garcia.

This multi-year collaboration will have Fever’s platform used to discover and purchase access to LIV Golf tournaments worldwide. The partnership will also ensure the integration of advanced technology for user experiences.

“At LIV Golf, our goal is to push boundaries and deliver the game in fresh and dynamic ways for fans around the world,” said LIV Golf President of Business Operations Chris Heck. “Partnering with Fever gives us a powerful platform to connect with audiences around the world and makes our events even more accessible and entertaining. Together, we will deliver unforgettable experiences both on and off the course.”

The partnership will showcase the Fever logo on the sleeve of Fireballs’ shirt as well.LIV has started announcing some of its 2026 schedule including Riyadh (February 5-7), Adelaide (February 13-15), Singapore (March 13-15), South Africa (March 20-22), Mexico City (April 17-19), Virginia (May 8-10), Andalucía (June 5-7), England (July 24-26) and Indianapolis (August 21-23).

“Fireballs GC is proud to partner with an organization like Fever that shares our passion for bringing fans and people together through sport and world-class events,” said Garcia. “Our fans are incredibly important to our team and through Fever we can create new ways for them to engage with Fireballs GC and the energy of LIV Golf events.”

Fever operates in more than 40 countries, using its technology to deliver personalised recommendations for major sporting events including Real Madrid, Barcelona and the X Games.

“LIV Golf’s innovative new format and international reach is the perfect complement to Fever’s global presence and holistic approach to audience engagement and conversion technology,” said Tom McElwee, Fever general manager for North America. “Together, we’ll deliver a seamless, technology-powered experience that makes it easier than ever for fans to discover and enjoy one of the most exciting sporting events in the world.”

Saudia has announced the signing of a partnership with the Esports World Cup Foundation, becoming the Official Airline Partner of the tournament that is currently taking place in Riyadh.

“This partnership with Saudia is a key pillar in connecting esports fans and professionals to the Kingdom and in strengthening the international profile of the tournament,” said Mohammed Al-Nimer, chief commercial officer at the Esports World Cup Foundation. “It reflects the Kingdom’s ambition to become a global hub for major esports.”

The second edition of the global tournament started July 7 at Boulevard City and will host 25 tournaments across 24 game titles with a prize pool of over $70 million. The agreement was signed virtually using an interactive digital platform.

“Saudia is proud to be the Official Airline Partner of the Esports World Cup 2025, an event that underscores the Kingdom’s rise as a global hub for world-class sporting events,” said Khaled Tash, group chief marketing officer at Saudia. “This partnership reflects our ongoing commitment to supporting national initiatives that drive tourism growth and promote the development of sports tourism. We are leveraging our expertise and capabilities to deliver a seamless and elevated travel experience for tournament guests that embodies the quality of our services, the warmth of Saudi hospitality, and the Kingdom’s global appeal.”

Honda and USA Bobsled & Skeleton have announced a partnership that will be Honda the Official Premier Technology and Official Automotive Sponsor of the national governing body through 2030, including wind tunnel testing and advice in the design of sleds that will be used by U.S. athletes.

The partnership will leverage the HALO wind tunnel (Honda Automotive Laboratories of Ohio) in East Liberty, Ohio to provide engineering data, analysis and design input to ensure athletes and equipment are set up for optimal performance. USA Bobsled/Skeleton will also feature Acura logos on their sleds in both national and international competitions. Support will continue over the next five years at the World Cup and World Championship competitions, leading up to the Olympic Winter Games French Alps 2030.

“This partnership with Honda marks an exciting moment for USA Bobsled & Skeleton,” said Aron McGuire, chief executive officer of USABS. “Bringing together the precision, performance and innovation of Honda’s U.S. based engineering teams with the athletic excellence of our bobsled and skeleton athletes will give the USA team a distinct edge on the world stage.”

To deliver performance to USABS, Honda will rely on the same approach used in automotive development, matching the equipment to the athletes. Additionally, Honda is learning about the speed and extreme forces the athletes endure to help fine-tune their performances. Athletes will also spend time at HALO to study the aerodynamic impact they have on the sleds.

“We are thrilled to welcome Honda to the USABS family and we are grateful for the support of their U.S. engineers,” said Chris Fogt, head coach of the USA Bobsled Team. ” We are already seeing how Honda will apply its resources and technologies to advance the training and performance of USABS and can’t wait to see the results.”

“In skeleton, an athlete’s head, shoulders, arms, and leg positions are all imperative to aero and performance,” added Matt Antoine, head coach of the USA Skeleton Team. ” Time at Honda’s HALO wind tunnel will provide valuable feedback to our athletes about their sliding positions to allow them to optimize their results.”

Honda, which established its first U.S. operations in Los Angeles in June 1959, is the Official Automotive Partner of Team USA, supporting the United States Olympic and Paralympic teams during the LA28 Games and upcoming 2026 Olympic and Paralympic Winter Games in Italy. As part of this support, the company will offer a wide range of Honda and Acura mobility products for usage throughout the Games, maximizing the use of electrified vehicles.

“In this, our 50th year of R&D activities in America, we are proud to help the USA Bobsled and Skeleton athletes in their pursuit of gold at the Winter Games and beyond,” said Larry Geise, executive vice president of Honda Development & Manufacturing of America with responsibility for the North American Auto Development Center. “In sports where sleds can reach speeds of over 90 miles per hour and the difference between first and last can be measured in fractions of a second, our Honda engineers are eager to apply their engineering skills and racing background to the USABS programs.”

The FIM World Supercross Championship has announced a multi-year partnership with global travel management provider Destination Sport Travel to manage all global travel requirements for competition staff, teams, suppliers and partners.

The partnership comes as World Supercross recently announced a 2025 calendar featuring rounds across five continents, including Malaysia, Buenos Aires, Vancouver, the Gold Coast and Cape Town.

“Bringing Destination Sport Travel on board as our official travel supplier is a significant step forward for World Supercross,” said Scott McCubbin, chief commercial officer of Bia Sports Group. “Travel is a huge part of what makes this championship global, and having an expert partner who understands the unique demands of international motorsport is invaluable. This partnership will help us deliver even greater efficiency and support for our teams and partners as we continue to grow the series around the world.”

The partnership will help deliver travel efficiency, specialist expertise and competitive rates for World Supercross. Destination Sport Travel forms part of the wider Destination Sport Group, a collection of businesses providing services to teams, governing bodies, organizations and fans worldwide

“The World Supercross Championship is a truly global competition and we’re thrilled to partner with a championship that matches our ambition and international reach,” said Rob Slawson, managing director at Destination Sport Travel. “We’re passionate about delivering our specialist knowledge and unrivaled travel solutions, supporting the World Supercross teams and partners and exploring opportunities to enhance the fan experience through potential travel packages in the future.”

The PGA of America and American Airlines have announced a new multiyear partnership establishing American as the Official Airline of the PGA of America as well as the PGA Championship and Ryder Cup USA through 2027.

The partnership will includes perks for AAdvantage members during the upcoming 2025 Ryder Cup, which will be held September 23-28 at Bethpage Black in Farmingdale, New York, as well as the 108th PGA Championship from May 11—17, 2026, at Aronimink Golf Club in Newtown Square, Pennsylvania.

American will work closely with the PGA of America to provide immersive experiences and exclusive benefits to AAdvantage credit cardmembers, including designated hospitality areas and the opportunity to redeem miles for perks.

“Together with the PGA, we’re looking forward to offering our customers an opportunity to experience golf like never before, whether they’re traveling to the most-talked-about tournaments or getting within feet of their favorite golfers on the course,” said Caroline Clayton, American’s Chief Marketing Officer. “Our AAdvantage members love these priceless moments, and we’re honored to make them happen.”

American will serve as a presenting sponsor of The Secretary’s Cup, a 9-hole match amongst 12 PGA HOPE teams that is contested annually during PGA Championship week. PGA HOPE is the flagship military program of the PGA of America REACH Foundation.

Visit Central Florida will be the destination partner for Welsh club Swansea City through the 2027–2028 season with the bureau’s logo on the sleeve for the team’s home, away and third kits for the duration of the agreement.

“Our partnership with Swansea City has steadily grown over several years and we are excited to extend this relationship with the football club,” said Kris Keprios, senior tourism sales and marketing manager at Visit Central Florida. “We here at Visit Central Florida have built our entire business model on relationships – and we value our relationship with both the Jack Army and club as we continue to expand our partnership. We are excited for what the future holds for both of our organisations.”

The United States SailGP Team has announced Amazon as an official sponsor and retail partner to create opportunities to bring the sport of sailing to a wider audience and to engage more fans.

SailGP fans will be able to shop a collection of fashion and accessory items, including designs with Amazon Merch on Demand, in the team’s official U.S. SailGP storefront on Amazon.com. This marks U.S. SailGP’s second sponsorship of the 2025 season, as it previously announced a partnership with Nirvana to assist with the team’s travel, accommodations and logistics for SailGP events.

“We are thrilled to partner with one of the biggest and most recognizable companies in the world,” said Mike Buckley, U.S. SailGP Team chief executive officer and co-owner. “This represents a major milestone for our team and our sport as we continue to expand our audience, bring new fans into the world of sailing, and showcase the excitement and innovation that SailGP represents.”

Additionally, fans can shop storefronts curated by SailGP athletes including Buckley, Anna Weis, Hans Henken and Peter Kinney, where they share their everyday items and training essentials across fashion, travel, beauty and skincare.

“Amazon has strong ties to sports and fitness, and we are proud to not only offer a wide selection of products and entertainment that help fans cheer on their favorite team or explore a new hobby, but also to create immersive experiences that bring customers closer to the action,” said Jenny Freshwater, vice president of Amazon Fashion and Fitness. “We’re excited to collaborate with the U.S. SailGP Team and for our customers to discover the world of sailing and learn more about the amazing athletes transforming the sport today.”

The U.S. SailGP team will continue its 2025 season at the upcoming Mubadala New York Sail Grand Prix on June 7–8.

The Premier Lacrosse League and Women’s Lacrosse League have announced a multi-year partnership with U.S. Bank, establishing it as the Official Banking and Wealth Management Partner of both leagues while U.S. Bank becomes the inaugural founding partner of the California Redwoods (PLL) and California Palms (WLL).

The partnership begins immediately with U.S. Bank branding and activations set to debut during the PLL’s 2025 Opening Weekend May 30-31 in Albany, New York. 

The Premier Lacrosse League is composed of eight teams while the Women’s Lacrosse League has four teams and was launched in November 2024 by the Premier Lacrosse League.

“Lacrosse isn’t just a sport—it’s a movement powered by community,” said Paul Rabil, co-founder and president of the Premier Lacrosse League. “U.S. Bank recognizes that the PLL and WLL are catalysts for connection, celebration, and growth. Their commitment aligns with our vision of how lacrosse can grow both community and a passion for the game.”

The partnership also designates U.S. Bank as the title sponsor of PLL Championship Weekend and partner of PLL Assists, the league’s charitable arm. Through investment in PLL Play, U.S. Bank will support grassroots development by expanding access to youth lacrosse nationwide.

“We’re excited to partner with the leagues and athletes growing the game of lacrosse and connecting with its 48 million fans across the country,” said Michael Lacorazza, chief marketing officer for U.S. Bank. “This is more than a sponsorship—it’s a commitment to the people and passion driving the game forward. We’re confident that by showing up with purpose, we’ll deliver a meaningful impact—not just for our brand, but for the communities and people that make this sport so special.”

The acquisition extends Elevate’s operations into Riyadh, Jeddah, Abu Dhabi, and Dubai, joining an established footprint across North and South America, Europe, Asia and Australia. Since its inception in 2014, RISE has worked with clients including Qiddiya, Savvy Games Group, NEOM, Saudi Pro League, Saudi Tourism Authority, Dubai Sports Council and the Department of Culture and Tourism Abu Dhabi.

“This acquisition marks an exciting new chapter for Elevate as we expand into one of the world’s most dynamic and rapidly growing sports markets,” said Elevate Chairman and Chief Executive Officer Al Guido. “RISE has built an incredible reputation for driving commercial success and delivering impactful brand activation campaigns across the Middle East, and we look forward to combining our global expertise with their deep regional insights to create even greater value for our clients.”

RISE co-founders Seth Holmes and Tom Berrington will take on key leadership roles within Elevate, which will also welcome 60 RISE team members and maintain offices in Riyadh and Dubai.

“Joining forces with Elevate is a pivotal moment that will propel RISE onto the global stage,” said Berrington. “We are particularly excited by the significant opportunities to scale our operations and contribute to the ambitious mega projects underway in the MENA region’s sport, culture, and entertainment industries. The synergy between our organizations makes this a powerful and strategic alignment.”

As its first major project under Elevate, RISE will support the San Francisco 49ers as its agency of record globally, including in the United Arab Emirates as part of the NFL’s Global Market Program.

“RISE and Elevate are a natural and strategic fit, creating a powerful alliance capable of delivering immense value to brands, rights holders, talent and IP owners globally,” Holmes said. “Together, we recognize the immense potential in the MENA region and are confident that our combined strengths position us to positively support the growth of sport, culture, and entertainment in the build-up to the 2034 FIFA World Cup and beyond.”

Visit Detroit will be featured on the front of shirts for the men’s and women’s teams at Juventus starting next season as part of a partnership with the legendary Serie A club.

Visit Detroit will serve as Juventus’ Principal Destination Partner, becoming the first active convention and visitors bureau to receive front-of-shirt branding for a Serie A club. Additional sponsorship elements will include branding on the media backdrop for Serie A and Coppa Italia matches and LED visibility as a significant component of the game presentation for select matches at the Allianz Stadium, Juventus’ home stadium.

“We couldn’t be more excited to associate Visit Detroit’s brand with Juventus, one of the most popular soccer clubs in the world with an incredibly passionate following,” said Claude Molinari, president and chief executive officer of Visit Detroit. “Detroit’s trajectory is at an all-time high following a record-setting NFL Draft in 2024, along with being a world-class culinary, music, art, architectural and sports destination. There’s never been a better time to visit our region, and this is an incredible platform to elevate our presence across Europe and beyond.”

It is not the first time that Visit Detroit has sponsored an international soccer club. The bureau in June 2024 announced a long-term partnership to become the official U.S. destination partner of Burnley FC, the English club that will play next season in the Premier League and is one of the founding members of the English Football League.

Jeep will also be featured on the Juventus’ kits and be the primary front-of-shirt sponsor for international tournaments. Jeep was previously the primary front-of-shirt partner for Juventus from 2012-2024.

Founded in 1897, Juventus is one of the most popular and awarded football clubs in the world. It enters the weekend fourth in Serie A and has won 36 league titles, 15 Italian Cups and nine Italian Super Cups as well as two Champions Leagues.

“We are proud to announce this prestigious sponsorship with Visit Detroit, which joins us with great enthusiasm.” commented Maurizio Scanavino, Juventus chief executive officer. “We are happy to collaborate with an organization that share with us similar values, including excellence, innovation, and passion for sport. We are ready to embark on this new adventure, working together for mutual growth to achieve new goals and to offer new opportunities for our fans worldwide.”