Rolling sports business news wrap: Every deal, every day

Top story: NBA 2K League partners with HyperX for inaugural season.

Rolling sports business news wrap: Every deal, every day

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The National Basketball Association's new esports competition, the NBA 2K League, has partnered with HyperX for its inaugural season.

The gaming products manufacturer will serve as the official gaming headset of the big-name esports league, which launches on Tuesday


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HyperX gaming headsets will be used by all of the league's 17 teams during all live gameplay, which includes weekly matchups, three in-season tournaments, play-offs and the NBA 2K League Finals. The headsets will be worn by NBA2K League's 102 players, as well as casters, with practice facilities also equipped with HyperX gaming headsets.

HyperX also has partnerships with a range of NBA 2K League teams including Mavs Gaming, Pacers Gaming, Grizz Gaming, Bucks Gaming and Jazz Gaming.

Sponsorship and partnership

Little Caesars Arena, home of the National Hockey League’s (NHL) Detroit Red Wings has announced that Uptime will be its exclusive energy brand.

In England, fifth tier soccer division, the National League, has announced that bookmaker Ladbrokes will be its official better partner for its new format end-of-season play-offs, 'Monumental May'.

China's elite futsal league, the Sina Elite 5X5 Football League, has announced electric bike company Yadea as its title sponsor for the 2018 season.

SeatGeek has teamed up with English rugby union club Leicester Tigers to power the club’s ticketing system during next season’s 2018/19 Gallagher Premiership Rugby season.

Auckland-based rugby league franchise, the New Zealand Warriors has announced a partnership with Mitre 10 that sees the DIY retail chain become the National Rugby League (NRL) club’s first official home improvement and trade partner.

JR Motorsports has announced that SiteOne Landscape Supply will serve as primary sponsor of Justin Allgaier and the number 7 team for the upcoming Nascar Xfinity Series race at Dover International Speedway on Saturday, 5th May.

Wine importer Hallgarten & Novum Wines has become the official wine supplier to Ascot Racecourse.

Basketball Bundesliga club Medi Bayreuth has extended its title sponsorship with health, sports and fashion products manufacturer Medi for another two years until the end of the 2019/20 season in a deal worth a reported €500,000 (US$600,00) a season.

Broadcast and digital

Horse and Country, the multi-screen network for equestrian sports and lifestyle, has announced the launch of a new over-the-top (OTT) channel in the United States launching on the Roku platform.

The Professional Fighters League (PFL) has partnered with ViewLift to leverage the streaming platform’s technology to power the mixed martial arts promotion's digital output. ViewLift will enable PFL to share OTT content, in-depth athlete stories, streaming video and 360-degree comprehensive coverage across all digital platforms, including mobile devices.

The International Motor Sports Association (IMSA) will have a new US broadcast home for its flagship IMSA WeatherTech SportsCar Championship, what is currently known as the Continental Tire SportsCar Challenge and the IMSA Prototype Challenge Presented by Mazda after signing a six-year deal with NBC Sports Group starting with the 2019 season. 


The Ultimate Fighting Championship (UFC) returns to Calgary for the first time since 2012 for a UFC Fight Night card at the Scotiabank Saddledome on 28th July.

Personal endorsement

PGA Tour golfer Chesson Hadley will be sponsored by Charlotte-based restaurant chain Bojangles’ for the fifth-consecutive year during the 2018 season.

Suitable partnership of the day 

British-based Bulldog Skincare has announced a new partnership with ex-Manchester United soccer star Park Ji-sung with the intention of growing the brand in South Korea. Given Park's playing style, the tie-up seems very apt. Well done marketeers.

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