MVP and Matchroom Boxing form strategic alliance to grow women's boxing 🥊
Most Valuable Promotions and Matchroom Boxing have announced a long-term strategic alliance combining two of boxing's most influential promotional organisations around a shared goal: accelerating the global growth of women's boxing. The alliance will create new world championship opportunities and premium live events by pooling both promoters' rosters, broadcast relationships and commercial infrastructure rather than competing in isolation. The structural significance of this deal is considerable; MVP and Matchroom between them represent the majority of the sport's most commercially viable female fighters.
“This is a partnership not many would have seen coming. But it is one that makes perfect sense. For a long time, Matchroom has singlehandedly carried the flag for women’s boxing. In recent years, MVP have done an incredible job too. For our female fighters to chase legacy and to fight the best, this new alliance is integral and we are fully committed to working together with MVPW to continue to grow women’s boxing.”
— Eddie Hearn, Chairman, Matchroom Sport
Mercedes-Benz becomes Premier Partner of the WTA Tour 🎾
Mercedes-Benz has signed as Premier Partner of the WTA Tour, with a presence confirmed across roughly 30 tournaments this season spanning WTA 1000, 500 and 250 levels, with an expanded footprint planned from 2027. The partnership is explicitly framed around athlete relationships rather than conventional logo placement, with Mercedes building content formats around players for both fan and customer audiences. VP Digital & Communications Christina Schenck described it as a partnership "at eye level", a signal that the brand sees women's tennis as a platform for long-term brand storytelling rather than a media buy.
"It’s about far more than classic sponsorship. We want to build a partnership with the WTA that takes place at eye level. It’s about creating formats that bring people together: players, fans, as well as existing and potential customers.”
— Christina Schenck, Vice President Digital & Communications, Mercedes-Benz
Coca-Cola backs Brasileirão Feminino ahead of 2027 Women's World Cup ⚽
Coca-Cola has returned to Brazilian soccer with a two-year deal covering domestic competitions including the Brasileirão Feminino and the Women's Copa do Brasil through 2027. The deal includes LED panels, static billboards, interview backdrops and dedicated activations at women's competitions. The timing is deliberate Brazil hosts the FIFA Women's World Cup in 2027, and Coca-Cola's renewed CBF presence gives the brand maximum visibility in the lead-up to the tournament.
Harvey Norman, Westpac and KFC renew as lead sponsors of NRLW on Foxtel and Kayo Sports 🏉
Three of Australia's biggest consumer brands have reaffirmed their commitment to the NRLW ahead of the 2026 season on Foxtel and Kayo Sports, following a record-breaking 2025 campaign that generated over 362 million minutes viewed: the most-watched NRLW season in Foxtel Group's history. Harvey Norman and KFC secured naming rights across key game-day, replay and player segments, while Westpac continues via premium in-game graphics. Foxtel has also committed to broadcasting every NRLW match live, ad-break free during play, through at least 2034.
"The NRLW’s growth is reflected in both record viewing figures and the continued commitment of our partners. By continuing their investment in watchability and premium coverage, Harvey Norman, Westpac, and KFC have created native integrations that deliver high-impact results for their brands while respecting the uninterrupted viewing experience fans expect on our platforms."
— Jackson Forbes, Head of Sport Sales - Sydney, Foxtel Media
MOVA elevated to co-major partner of Essendon AFLW with ambassador deal 🏈
Global smart home brand MOVA has upgraded its partnership with Essendon Football Club to co-major partner of the AFLW programme ahead of the 2026 season, adding AFLW captain Bonnie Toogood and reigning AFLW Best and Fairest Georgia Nanscawen as brand ambassadors. The move extends MOVA's existing presence across both the men's and women's programmes at the NEC Hangar and reflects a growing pattern of technology brands using AFLW partnerships to build consumer visibility in the Australian market.
