Notizie

VML Intelligence maps five shifts redefining fitness: longevity as the goal, wellness built into housing, AI personal trainers, young gymfluencers and new metrics like healthspan. Exercise becomes less about physical results and more about how people want to age.

Premier Padel and the International Padel Federation name Sportradar as betting integrity partner ahead of a new betting framework for 2027. Sportradar will monitor global wagering across professional padel with its AI driven Universal Fraud Detection System.

Cricket Australia names Decimal Data its exclusive betting data and video rights partner, covering official cricket betting content for sportsbooks worldwide.

Infront becomes worldwide lead agency for ITTF and World Table Tennis marketing rights in an eight-year deal to 2034, leading partnership sales across the WTT Series and later the World Championships.

Swansea City's front-of-shirt deal with AG1, announced with a voiceover from club investor Snoop Dogg, is a differentiation play for the wellness brand. SportBusiness speaks with Tim Harrington, CEO of international, about the club's appeal.

Stephen Curry agrees a two-year, 116 million dollar extension with the Golden State Warriors, first reported by ESPN. The 38-year-old gets a player option for 2028-29 as he heads into his 17th NBA season.

Orange put its Real Madrid sponsorship to work at the Bernabeu: a tribute to the grandparents who pass the game down, built with Dentsu Creative off its own season campaign. Activations land when they grow from the brand's idea, not the rights sheet.

Kylian Mbappé ends his lifelong Nike deal and joins Swiss running brand On as global ambassador, with Thierry Henry quietly installed as its football director since late 2025. On plans to bring its LightSpray technology into football boots.

Telefónica will distribute DAZN's LaLiga package for five seasons from 2027/28, a non-exclusive deal worth about 330 million euros per season. The package covers five matches per matchday for the Spanish residential market.

DAZN stays the official F1 broadcaster in Spain, Andorra and Portugal until 2030, covering every session live and on demand plus F2, F3 and F1 Academy. F1 puts the combined fanbase in Spain and Portugal at 17.9 million.

Red Bull put its 2012 championship RB8 on the rails of the Madrid Metro, a first-of-its-kind engineering stunt celebrating the Spanish GP's return to the capital. Custom 29.8 kg metal wheels made the run through closed stations possible.