NBA and WNBA secure multi-year global partnership with TikTok ๐
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The NBA and WNBA have announced a landmark multi-year global partnership with TikTok, built around TikTok GamePlan, a product suite designed to drive direct tune-in behaviour through in-app scheduling, dedicated hubs and seamless "Tap to Watch" features. During the 2026 NBA Finals, the integration generated 497 million impressions and drove over 426,000 referrals to live broadcasts. Global interest in WNBA content on TikTok is up 15% in 2026, and the partnership includes creator access to WNBA All-Star Weekend, positioning the platform as a key discovery layer for the women's game among younger audiences.
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"This partnership shows how central TikTok has become to the way fans discover and engage with basketball around the world. As the NBA and WNBA share game highlights, creators and fans can join the conversation around the biggest moments in real time, and TikTok GamePlan carries that same discovery straight through to tune-in, giving fans a direct path from the feed to the broadcast.โ
โ Rollo Goldstaub, Global Head of Sport, TikTok
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Ireland commits record โฌ4 million to Women in Sport programme for 2026 ๐ฎ๐ช
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Ireland's Ministers for Sport have announced a โฌ4 million investment under the Women in Sport Programme for 2026, matching the record set in each of the last two years and double the amount allocated in 2022. Since its establishment in 2005, the programme has deployed over โฌ30 million into women's sport across four target areas: active participation, coaching and officiating, visibility, and leadership and governance. The funding is delivered through National Governing Bodies and Local Sports Partnerships, with 46% of Irish women now participating in sport weekly, though a persistent gender participation gap remains the programme's core mandate to close.
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"We remain committed as a government to eliminating the participation gap and the funding announced today is vital to achieving that goal and ensuring that every woman and girl can excel in all aspects of sport.โ
โ Patrick OโDonovan, Minister for Culture, Communications and Sport for Ireland
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FC Bayern Women sign two-year luxury fashion partnership with MCM ๐
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FC Bayern Women have signed a two-year partnership with Munich-based luxury fashion brand MCM, with a joint collection planned for launch this autumn. For MCM, celebrating its 50th anniversary in 2026, the deal reinforces its local Munich identity while extending its presence in elite women's sport. For Bayern Women, it marks another premium lifestyle brand entering women's football on a long-term commercial basis, reflecting the growing convergence of elite women's sport and fashion.
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Configur becomes first innovation partner of Wales Netball and Dragons ๐
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Technology specialist Configur has signed a 12-month partnership with Wales Netball and the Dragons, becoming the Official Innovation Partner for both the national governing body and Wales' only Netball Super League team, and making its first ever investment in women's sport. Configur will provide a single platform to manage the organisations' commercial operations, bringing sponsorship, hospitality and partnership data together with automated reporting and real-time performance dashboards. The deal supports Wales Netball's Ymladd 2030 strategy, which targets sustainable growth from grassroots to elite level.
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"This is a truly innovative partnership and a real reflection of the ambitious work we are doing through Ymladd 2030 to grow our sport and our club. Harnessing innovative technology in this way will help us operate smarter, serve our partners better and make the most of every opportunity."
โ Sarah Boswell, Chief Executive Officer, Wales Netball
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Goodman Fielder named platinum sponsor of Netball Fiji ๐
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Food manufacturing group Goodman Fielder has been announced as the new platinum sponsor of Netball Fiji, providing direct financial support to the Fiji Pearls national women's team and the broader pathway from school netball to international competition. Fiji Pearls head coach Michelle Parsons highlighted the investment's role in improving resources, equipment, recovery programmes and nutrition. The deal arrives at a critical moment for Netball Fiji, which has continued to grow despite ongoing financial challenges.
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