Will AI replace gambling as Premier League front-of-shirt preference? March 29, 2026 AI companies have set their sights on sports. The Premier League already has competition-wide AI deals with Microsoft and Adobe, and recently Chelsea FC cut a front of shirt deal with industrial AI company IFS. These firms are in an extraordinary period of growth, and they have deep pockets to elevate their brands. They know [...]
Premier League +, VPN piracy and lessons from Norway and France March 28, 2026 The Premier League is built on its precious media rights but will its new streaming service be susceptible to the piracy that just scuppered a similar service in Norway? In less than five months’ time the Premier League will take one of the most significant steps in its history when it launches its own direct-to-consumer [...]
Henry Pollock: England rugby star joins Eddie Hearn’s Matchroom Talent Agency March 27, 2026 England rugby star Henry Pollock has signed to Eddie Hearn’s Matchroom Talent Agency, in the multi-sport group’s first foray into the game. The 21-year-old Northampton Saints forward joins MMA fighter Tom Aspinall at the new agency, which Hearn launched earlier this month. Pollock’s ability and showmanship have quickly established himself as one of the stars [...]
Collier-Keywood WRU career decision welcomed by critics March 27, 2026 News that Welsh Rugby Union chair Richard Collier-Keywood will not look to serve another term has been welcomed by his critics. Collier-Keywood has been at the centre of criticism over plans for Welsh rugby’s governing body, the WRU, to cut the number of professional domestic teams from four to three, alongside the organisation’s chief executive [...]
Harlequins: Is owner joining board a cause for concern for Prem Rugby club? March 27, 2026 It is not uncommon for rugby clubs and their associated companies to appoint directors to their boards; it happens quite often and the more eye-catching news tends to relate to individuals who are removed from their posts. Take the departure of Lloyd’s of London’s chief financial officer Alexandra Cliff from the Saracens board after less [...]
Ronaldo financial interest secure in $55m wellness brand acquisition March 27, 2026 Football star Cristiano Ronaldo will maintain a financial interest in UK-based supplement business Bioniq despite its sale to wellness giant Herbalife. Portugal striker Ronaldo, who is currently competing for Al-Nassr in the Saudi Pro League, invested in Bioniq in 2024 as the footballer looked to expand his portfolio beyond football and his CR7 empire. But [...]
Cole Palmer: Why Chelsea and England star trademarked ‘Cold Palmer’ celebration March 27, 2026 With Cole Palmer set for the Fifa World Cup this summer, why did he choose to trademark his Cold Palmer celebration? Morning Wire asked the team behind the move. “Intellectual property: intangible property that is the result of creativity, such as patents, copyright or other,” the Oxford Dictionary says. It’s something we’d expect to be [...]
Prem Rugby Big Match Bonanza test of sport’s commercial aims March 26, 2026 This weekend will go far in helping onlookers assess how much progress Prem Rugby has made in recent years. Because on Saturday the first match since Australia beat Uruguay in the 2015 Rugby World Cup will take place at Villa Park in Birmingham. The geography is a little bit iffy given the home team – [...]
Sports hospitality giant chaired by England cricket chief launches £350m plan March 26, 2026 Sports hospitality giant Levy has launched a new umbrella brand for its portfolio of businesses, Lyvera, as part of ambitious plans to double turnover to £350m by 2028. Lyvera will incorporate Keith Prowse, Gullivers Sports Travel, The Experience Golf, Lime Venue Portfolio, Events International, the Venues Collection and recent acquisition the iLuka Collective. Levy, which [...]
NBA Europe: GBBL boss Marshall Glickman in bid for London franchise March 26, 2026 Marshall Glickman, the US basketball supremo behind the aborted GBBL project, is part of one of the bids for a London franchise in NBA Europe, Morning Wire understands. Multiple sources said Glickman, formerly an executive in the NBA and acting CEO of EuroLeague, was attached to an offer for the team set to be established [...]