Rolling sports business news wrap: Every deal, every day

Top story: Celtic's Parkhead gets stadium Wi-Fi betting partner

Rolling sports business news wrap: Every deal, every day


Soccer: Stadia Solutions, the sports and entertainment technology, and media agency, has signed an exclusive deal with Mr Green to become the official Wi-Fi betting partner of Celtic’s Parkead stadium Wi-Fi, CelticLIVE.

It follows a two-year deal signed last October, in which the sports betting and online casino brand became the club's official casino partner. The agreement with Mr Green allows fans to bet from their smartphones throughout the match day from anywhere in the stadium. Fans logging onto CelticLIVE will have access to a wide range of odds and exclusive joining offers from Mr Green including in-play odds linked to live events.


  1. Canadian government backs United 2026 World Cup bid

  2. Lewis Hamilton signs global deal with Tommy Hilfiger

  3. Twitter adds nine content partnerships to sports offering

  4. Tottenham’s new stadium gets smart with Schneider Electric deal 

  5. FA captures SilverHub and Shutterstock deal

  6. Anheuser-Busch revved up by Nascar return

  7. Arlington unveils plans for largest esports stadium in US

“The feedback we’ve received from our fans since we launched CelticLIVE has been fantastic and we are excited to start a new partnership with Mr Green,” said Gordon Kaye, head of business development at Celtic. “The continued success and the growth in the number of fans engaging with CelticLIVE is phenomenal and demonstrates our commitment to offering one of the most advanced match day experiences of any club in the UK.”

In endorsement news, Barcelona and Spain star Olga García has renewed her Herbalife Nutrition sponsorship deal.

Cricket: Indian Premier League (IPL) outfit Royal Challengers Bangalore have named cement manufacturer Nuvoco Vistas as a principal partner. As part of the deal, Nuvoco’s Duraguard Cement brand will receive exposure on the back of the team’s shirts during the upcoming 2018 IPL season.

Delhi Daredevils have announced that Paytm will be the IPL franchise's exclusive ticketing partner for the upcoming edition of the world leading Twenty20 club competition. 

Warwickshire County Cricket Club and Broadway Casino have signed a two-year extension to their partnership agreement. The deal provides the local independent casino new commercial opportunities at the English county’s Edgbaston ground until the end of 2019.

Age Partnership has entered into sports sponsorship for the first time by partnering with Yorkshire County Cricket Club and English rugby league side Leeds Rhinos for the 2018 season.

Baseball: Major League Baseball (MLB) has announced a partnership with Kingsford Charcoal. The activation sees the brand encouraging MLB fans to take the afternoon off on 29th March to tailgate as all 30 teams play on opening day for the first time in 50 years. 


Golf: The Ladies Professional Golf Association (LPGA) has announced that US based wireless phone provider Consumer Cellular has become an official marketing partner.

College sports: Conference USA has agreed to a new five-year contract that will make CBS Sports Network the primary television home for the National Collegiate Athletic Association (NCAA) body's football and men’s basketball games. The contract begins next season and runs through the 2022-23 season.

Motorsport: The IMG agency, which organises the World Rallycross Championship (World RX), has confirmed it will launch a new Americas Rallycross Championship (ARX) this year. The four-event series starts in the UK at Silverstone on 25th-27th May as part of the Speedmachine Festival, which will also include a round of the World RX. The other confirmed destinations so far for ARX Trois-Rivières in Canada and Circuit of the Americas in Austin. 

Abarth has returned as official sponsor and car supplier to the Movistar Yamaha MotoGP team for the FIM 2018 MotoGP World Championship for the fourth successive year. 

Figure skating: Russian state-controlled commercial broadcaster Channel One has acquired rights to the forthcoming 2018 World Figure Skating Championships in Milan.

Handball: The German Handball Federation (DHB) and Lagardère Sports are extending their 10-year partnership by a further four years until 2024. 

Multi-sport: The Sport Consultancy has been appointed by the Lima 2019 Pan American Games to develop commercial strategy and collaborate with PanAm Sports to maximise the support of marketing partners.

Esports: International esports company Gfinity is to stream digital broadcasts of the Gfinity Elite Series esports tournaments exclusively on Facebook throughout 2018.

Ice hockey: The German Ice Hockey Federation (DEB) has announced betting provider will be a third tier partner for at least three years.

Kit launch of the day

The French national soccer team and Nike have released the images of the team's kit to be worn at this summer's Fifa World Cup in Russia. It is a pretty smart look for Les Bleus but, as with England's recent Nike kit launch, the training kit is the most eye-catching: a sailor-inspired blue and white hooped number - oo la la.

Women's international Sakina Karchaoui models France's very French World Cup training (Equipe de France/Instagram) 

Our industry digest will update throughout the day as deals break so check back to make sure you do not miss a story