considering IBM’s other sports sponsorships are with top-shelf properties, including long-standing deals with USTA/U.S. Open, the Masters, Wimbledon and a recent agreement with the Ferrari F1 team.

Chivas Regal, the scotch whisky brand, has been unveiled as a new global partner of the Ferrari Formula 1 (F1) motor racing ...

Through a tie-up unveiled today, IBM becomes UFC's global AI partner - the first time the MMA promotion has put a brand into ...

IBM has signed a global sponsorship deal with UFC, designed to leverage the exploding AI sector. One source familiar with the deal put it at low eight figures over a four-year term. The UFC's first ...