Adam Stern

Red Bull has created a NASCAR-related limited-edition can to be sold at retail for the first time in 15 years, with the new product featuring the likenesses of Trackhouse Racing drivers Connor Zilisch and Shane van Gisbergen.

Companies with ties to the D.C. area are showing interest in the Freedom 250 IndyCar race, according to event chairman Bud Denker, raising hopes that the event can help bring some new brands into the sport.

Prime Video would like to broadcast more NASCAR races, but that's unlikely anytime soon with the racing circuit's current split set through 2031, according to NASCAR CEO Steve O'Donnell.

Matchroom Sport sold a minority stake to Bruin Capital because it believes the private equity firm can boost its standing in the U.S. and globally, and it's already seen evidence of that uplift, according to chairman Eddie Hearn.

Boxing star Shakur Stevenson has signed with TKO Group Holdings' Zuffa Boxing as arguably the biggest name yet to come aboard the venture headed up by combat sports power brokers Dana White and Nick Khan.

Battle royale game "PlayerUnknown’s Battlegrounds" and the Kick streaming platform have enlisted UFC fighter Max Holloway to promote them during the build-up to his fight against Conor McGregor.

NASCAR still has big ambitions globally, according to CEO Steve O'Donnell, recently making a new hire in that department to develop projects that would grow the sport around the world.

BKB Bare Knuckle Boxing looks to take the next step up in relevance, as that niche of combat sports increases in popularity, by hiring PFL SVP/Corporate Communications Loren Mack as its new CMO.

Paramount Skydance Corp. says its streaming service averaged 6.1 million viewers in the U.S. for the card that featured Conor McGregor 's short-lived return to UFC action on Saturday night in an event that had an anticlimactic ending but big commercial metrics.

Claressa Shields is turning into one of the biggest stars in boxing regardless of gender, and her drawing power is now showing signs of extending around America.