Men’s tennis’ top-tier ATP body and pet food brand Purina Pro Plan, part of Nestlé Purina PetCare Europe, have announced a multi-year partnership, making Purina Pro Plan the official pet nutrition partner of the ATP Tour.
The agreement grants Purina year-round brand visibility across the ATP Tour's social, editorial, and digital channels.
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As part of the deal, Purina Pro Plan will be an official partner of ATP Tour events in Europe, including the Barcelona Open, Swiss Indoors Basel, and the end-of-season ATP Finals in Turin.
Lancashire County Cricket Club (LCCC), one of England’s first-class domestic teams, has signed Wigan-based drinks wholesaler Bartons Group as the new official wine, spirit, and soft drinks partner of the club and its Old Trafford ground.
The three-year partnership will see Bartons Group supply wine, spirits, and soft drink products across Old Trafford’s concourse bars, hospitality, conference, and events areas, in addition to the on-site Hilton Garden Inn hotel, from the 2025 season onwards.
As part of the deal, Bartons Group and their partner brands, including Diageo, Cellar Vino, and Britvic, will host match day activations at Old Trafford, including brand sampling and tastings in the club’s Fan Village areas.
The United Football League (UFL), the American football league formed out of a merger between the XFL and the US Football League (USFL), has announced that the Dome at America’s Center, home of UFL team the St. Louis Battlehawks, will host the 2025 UFL Championship Game.
Airing on ABC on June 14, the game will mark the league’s return to St. Louis for the title game for the second consecutive year, after St. Louis hosted the inaugural UFL Championship Game in 2024, where the Birmingham Stallions defeated the San Antonio Brahmas 25-0 to win their third consecutive championship.
Finally, US sports broadcasting heavyweight ESPN is set to air the next edition of El Clásico, the heavyweight match between Spanish soccer rivals Barcelona and Real Madrid, on a linear channel for the first time in the US as part of a rights deal with LaLiga.
Each of the teams’ previous LaLiga matches had streamed exclusively on the ESPN+ OTT service, with a Spanish simulcast on ESPN Deportes.
The announcement comes as part of ESPN being in the fourth season of its eight-year, $1.4B billion media-rights deal with LaLiga, with the May 11 fixture the 7th El Clásico within the deal.
That game is likely to end up having a big say in which of the two clubs wins this season's LaLiga title.
