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French luxury audio house Devialet has named rising French F1 driver Isack Hadjar as its first-ever global brand ambassador, driving the brand into the fast-growing world of Formula 1.

After 20 years with Nike, Kylian Mbappé has joined Swiss brand On to lead its charge into football — a landmark endorsement built on influence and ownership, not just a logo.

M&C Saatchi Sport & Entertainment is reshaping its leadership as global CEO Robin Clarke moves up to lead the group's Passions & PR specialism, with a new US team taking shape.

Bacardi's brand integration at the 2026 MTV VMAs revived the Best Dance category, a sponsorship that buys the rum brand cultural relevance rather than just a logo on screen.

Kalshi, Polymarket and rivals have unleashed a celebrity-packed advertising blitz for the NFL season — active ads more than doubled in five weeks as prediction markets spend to look mainstream.

Plenitude picked Hopscotch to activate its arena naming over three years - a reminder that stadium naming rights are only the entry ticket, not the campaign.

Athletic Brewing has hired Deutsch Family and Diageo veteran Dan Kleinman as CMO, as the non-alcoholic beer leader ramps national media 120% and lands a MetLife Stadium deal.

Hyundai's in-house agency Innocean Europe will lead the European activation of the carmaker's UEFA Champions League sponsorship, covering strategy, creative, social and match-day activity.

The City of Paris has awarded the Marathon de Paris concession to the Cadence Running United consortium, which groups Havas Events with sports agencies Keneo and OSE, ending ASO's long tenure.

Modelo has raised its college football media investment 18% for a 'Tradition' campaign — but the school-specific packaging, not the ad spend, is the real move.

A blue-chip French sports-celebrity endorsement in the fast-consolidating budget-gym sector — timely amid renewed post-Olympics fitness demand.

A snack brand buys into the college-football conversation with social-first, meme-ready creative — leaning on debate and fandom rather than product claims.

A top auto spender leans into the NFL's grassroots flag-football growth story rather than just game-day spots — a sponsorship-plus-purpose play.

ING Deutschland signed a 10-year extension as main sponsor of the German Basketball Federation, running through at least 2036 and covering all national teams.

American Express and Sky Media built a three-week, social-first campaign around ex-F1 boss Guenther Steiner running a food stall to spotlight Amex Business Cards.

Chinese carmaker Omoda has become the first automotive partner of Valorant Esports EMEA, using the VCT Barcelona finals to debut its Omoda 4 before the car even goes on sale.

After building a 500-agent network, CapCar is buying its first mass-market fame with a TF1 sponsorship — a textbook example of a digital-native brand graduating to television.

World Cup winner Mario Götze fronts a national TV campaign for Germany's next generation of elite athletes, timed to the 2026/27 Bundesliga kick-off.

Mercedes-Benz headlines GameStar's 'FYNG City' at Gamescom 2026 — the only major carmaker on the floor — with the largest trade-show presence in its German unit's history.

Car brand Cupra and fragrance house Rabanne are sponsoring season 5 of Netflix's French rap show 'Nouvelle École' with bespoke activations — a first for the format.