American football: PepsiCo-owned water brand Aquafina agreed to serve as the presenting sponsor of NFL’s 2017 Pro Bowl.
American football: The Pure Michigan tourism campaign extended a deal NFL franchise the Detroit Tigers to September 2017.
Athletics: Spring water brand Strathmore Water agreed to sponsor the 2017 World Athletics Championships and World Para Athletics Championships.
Athletics: Health insurance company Simplyhealth signed up as title sponsor of UK long-distance running property the Great Run Series.
Aussie rules: AFL side Port Adelaide entered a partnership with Hong Kong airline Cathay Pacific.
Aussie rules: US sportswear company New Balance renewed its partnership with AFL team Melbourne FC by three seasons, from 2017 to 2019.
Aussie rules: US sportswear brand Majestic Athletic agreed a four-year kit partnership, from 2017 to 2020, with AFL team the Brisbane Lions.
Badminton: Telecommunications company Vodafone signed on as title sponsor of the 2017 Premier Badminton League.
Baseball: Major League Baseball (MLB) franchise the Chicago Cubs entered a partnership with bourbon whiskey brand Jim Beam.
Baseball: US grocery store chain Price Chopper entered a partnership with MLB team the Kansas City Royals.
Baseball: MLB team the Atlanta Braves signed deals with transportation network company Uber and traffic and navigation app Waze.
Baseball: Insurance company MetLife agreed a five-year deal, to February 2022, with the Seibu Lions to take on naming rights to the Japanese Professional Baseball League team’s home ballpark.
Basketball: Work and safety wear manufacturer Engelbert Strauss agreed to sponsor the Basketball Champions League European for 2016-17 and 2017-18.
Basketball: Euroleague Basketball, which operates continental club competitions in Europe, entered a regional partnership in Spain with meat and cold cut producer Oscar Mayer.
Basketball: US sports equipment supplier Spalding signed a partnership with the Italian Basketball Federation for four years, until 2020.
Basketball: The Argentinian Basketball Confederation agreed a four-year kit deal, to 2020, with US sportswear firm Nike.
Basketball: NBA franchise the Boston Celtics agreed a jersey sponsorship deal with digital industrial company GE.
Basketball: Coffee and baked goods chain Dunkin’ Donuts entered a partnership with the Philadelphia 76ers NBA team.
Basketball: Uber agreed a sponsorship deal with NBA team the Cleveland Cavaliers.
Basketball: Italy-based mobile virtual network operator PosteMobile was named as the new title sponsor of Lega Basket Serie A, in a three-season deal from 2016-17 to 2018-19.
Basketball: The Australian National Basketball League extended its partnership with US sportswear manufacturer Mitchell & Ness by two years, from 2017-18 to 2018-19.
Basketball: Brazil’s National Basketball League entered a four-year partnership, to 2021, with Nike.
Boxing: The International Boxing Association entered a partnership with Chinese sports equipment manufacturer, the Taishan Sports Group.
Climbing: Canadian climbing holds manufacturer Force Climbing entered a partnership with the International Federation of Sport Climbing.
Cricket: Financial services company Blackfinch Investments upgraded its partnership with English county club Worcestershire to become its main sponsor for the 2017 season, with the option of two more years.
Cricket: UK eye and hearing care specialist Scrivens Opticians & Hearing Care extended a sponsorship deal with English country club Warwickshire by three years, from 2017 to 2019.
Curling: Beijing Competitor Sports Science and Technology was named title sponsor of the 2017 World Women’s Curling Championship.
Cycling: The French Cycling Federation extended its partnership with Italian cycling wear manufacturer Alé by four years, from 2017 to 2020.
Cycling: Spanish telecommunications group Telefónica agreed a three-year deal to return as a sponsor of the Vuelta a España. Spanish energy firm Feníe Energía and telecommunications group Telefónica also agreed to sponsor the cycling race for three years, from 2017 to 2019.
Cycling: Swiss watchmaker Tag Heuer agreed a partnership with the 2017 Tour of California UCI WorldTour race.
Cycling: UCI WorldTour team Trek-Segafredo unveiled sportswear manufacturer Sportful as its new kit partner in a three-year deal, from 2017 to 2019.
Esports: French telecommunications company Orange agreed to title sponsor e-Ligue 1, the new nationwide competition from the French Football League.
Football: Telecommunications group Ooredoo and Japanese automotive manufacturer Toyota agreed sponsorship deals with top-tier club competition the Qatar Stars League, while the latter also partnered with the Qatar Football Association. Toyota signed a three-season deal, from 2016-17 to 2018-19, while the Ooredoo agreement will run for the 2016-17 campaign.
Football: Energy drinks manufacturer Osotspa agreed a deal with the Football Association of Thailand. The national governing body also signed a four-year deal, from 2017 to 2020, with Toyota.
Football: Domestic mobile phone company NetOne unveiled a sponsorship package with the Zimbabwe Football Association.
Football: The English Premier League entered a three-season partnership with confectionery brand Cadbury, from 2017-18 to 2019-20.
Football: USM Holdings, the holding company for the business interests of Russian billionaire Alisher Usmanov, took on naming rights to Finch Farm, the training ground of English Premier League club Everton.
Football: Premier League club Manchester United entered a global partnership with Uber.
Football: Spanish LaLiga club Barcelona entered a partnership with Chinese financial services company Shanghai Pudong Development Bank Credit Card Centre for the 2016-17 and 2017-18 seasons. The team also signed a four-season extension, from 2016-17 to 2019-20, with Spanish financial services company CaixaBank.
Football: LaLiga club Atlético Madrid extended its shirt sponsorship deal with online trading company Plus500 for the 2017-18 season.
Football: LaLiga club Villarreal signed sponsorship deals with various local ceramics firms as part of a naming-rights initiative for its home stadium, El Madrigal. Pamesa, Porcelanosa and Argenta Cerámica were unveiled as main sponsors, with Tau Cerámica, Bestile, Esmalglass-Itaca and Colorobbia named as official sponsors.
Football: LaLiga club Deportivo Alavés signed a shirt sponsorship deal with the local region of Rioja Alavesa.
Football: German Bundesliga club Bayern Munich entered a three-year partnership, to 2019, with Chinese wood flooring manufacturer Vöhringer Wood Product.
Football: Sports betting operator Digibet signed a sponsorship deal with Bundesliga club TSG Hoffenheim, to the end of the 2018-19 season.
Football: Korean tyre manufacturer Kumho extended its partnership with Bundesliga club Schalke 04 until June 2018.
Football: German mechanical engineering company MAN extended deals with Bundesliga clubs Borussia Dortmund, Borussia Mönchengladbach, FC Augsburg, Hamburg and VfL Wolfsburg. Each renewal runs for three years, from 2017 to 2019.
Football: Chinese conglomerate Suning Holdings Group, which owns Inter Milan, took on naming rights to a number of the Italian Serie A club’s properties, including the team’s training round and youth training centre. Suning will serve as Inter’s official training apparel partner.
Football: Serie A club Juventus entered a partnership with online betting platform Vwin and secured a multi-year deal with Super Soccer, a football-dedicated entertainment platform based in Indonesia. The club also extended its partnership with Dutch multinational human resources company Randstad by three seasons, to 2019-20.
Football: Serie A club AS Roma entered a two-year partnership, until 2019, with internet services company Linkem.
Football: Italian Serie A club Genoa announced gas and electricity supplier Eviva as its new main shirt sponsor to the end of the 2016-17 season.
Football: The French Football League extended a partnership with French gambling operator Française des Jeux by four years, to June 2020.
Football: Pharmaceuticals company Velpeau agreed a deal to sponsor the playing socks of French Ligue 1 club AS Nancy-Lorraine for the remainder of the 2016-17 season.
Football: Discount store retail chain Target entered a partnership with Major League Soccer and agreed a shirt sponsorship deal with the Minnesota United expansion franchise, which will join the North American league this year.
Football: Campeonato Brasileiro Serie A club Santos extended its shirt sponsorship deal with Brazilian conglomerate Grupo Algar by two seasons, from 2017 to 2018.
Football: Campeonato Brasileiro Serie A club Corinthians agreed a shirt sponsorship deal with Minds English School until 2018.
Football: Transportation network company Uber entered a partnership with Flamengo. The Campeonato Brasileiro Serie A club also agreed a six-year shirt sponsorship deal, from 2017 to 2022, with energy drinks company Carabao, and a two-year deal, from 2017 to 2018, with oral health services company Orthopride.
Football: Campeonato Brasileiro Serie A club São Paulo agreed a two-year shirt sponsorship deal, from 2017 to 2019, with financial services company Banco Intermedium.
Football: UK sportswear manufacturer Umbro agreed a kit supplier partnership with Campeonato Brasileiro Serie A club Avaí for the 2017 season.
Football: Argentinian Primera División team Racing Club signed a two-and-a-half-year kit partnership with Italian sportswear brand Kappa until June 2019.
Football: German sportswear and equipment firm Adidas secured a four-year partnership, from 2017 to 2020, with Paraguayan Primera División club Olimpia Asunción.
Football: Saudi Professional League football club Al-Ittihad has agreed shirt sponsorship deals with Japanese tyre and rubber company Bridgestone and home appliances manufacturer Unionaire. The Bridgestone deal runs for three year, to 2020, while the Unionaire agreement runs for four years to 2021.
Golf: Chinese conglomerate HNA Group was named as title sponsor of the Open de France in a five-year deal, from 2017 to 2021.
Golf: The Asian Tour extended its partnership with Danish shoe manufacturer Ecco by two years, from 2017 to 2018.
Handball: The German Handball Federation extended its partnership with Türenheld.de, the online platform of window and door manufacturer Fenster & Türen Welt, until 2019.
Handball: Liquefied petroleum gas supplier Butagaz and specialty chemical company, the Sika Group, secured partnerships with the French Handball Federation.
Handball: Online printing company Saxoprint entered a partnership with the Royal Spanish Handball Federation.
Handball: German real estate group Big Bau enhanced its sponsorship deal with THW Kiel, which plays in the country’s Handball Bundesliga.
Handball: Handball Bundesliga team Rhein-Neckar Löwen extended its shirt sponsorship agreement with insurance group BGV / Badische Versicherungen by two years, to the end of the 2018-19 season.
Hockey: The Sahara Group conglomerate extended to its partnership with Hockey India until 2021.
Hockey: The Indian Oil Corporation agreed to sponsor the 2017 Hockey India League.
Horse racing: The Breeders’ Cup entered a partnership with the Qatar Racing and Equestrian Club.
Horse racing: Bookmaker Ladbrokes signed up as the new main sponsor of the Gold Cup annual UK event for five years, from 2017 to 2021.
Hurling: Irish energy supplier Bord Gáis Energy agreed to become the official sponsor of the Gaelic Athletic Association’s All-Ireland Senior Championship for three years, from 2017 to 2019.
Ice hockey: Mitsubishi Electronic, the home electronics arm of Japan’s Mitsubishi Group, agreed a Canada-focused partnership with North America’s National Hockey League (NHL).
Ice hockey: NHL team the Columbus Blue Jackets extended a partnership with Germain Lexus, a local dealership for Japanese automotive manufacturer Lexus.
Ice hockey: Insurance company Aviva secured partnerships with Canada-based NHL teams the Toronto Maple Leafs and Toronto Raptors.
Ice hockey: Uber agreed a partnership with NHL teams the New Jersey Devils and Nashville Predators.
Motor-racing: Online gambling operator OneBet entered a partnership with the World Rally Championship.
Motor-racing: Tyre company Firestone extended its association with IndyCar.
Motor-racing: US clothing brand Gant agreed to sponsor the 24 Hours of Le Mans from 2017 to 2019.
Motor-racing: Finnish conglomerate the Wihuri Group agreed a sponsorship deal with Formula One team Mercedes.
Motor-racing: Formula One team Red Bull Racing extended its partnership with mobile services company Citrix.
Motor-racing: Multinational oil and gas company BP and its lubricant brand Castrol partnered with French Formula One team Renault.
Motor-racing: Formula One team Force India entered a partnership with Diageo-owned whisky brand Johnnie Walker.
Motor-racing: Online brokerage CFI Markets extended its partnership with the World Rally Championship for the 2017 season.
Motor-racing: Pure Michigan extended a partnership with the Michigan International Speedway by one year.
Netball: Sports equipment supplier Gilbert renewed its partnership with the International Netball Federation by four years, from 2017 to 2020.
Olympics: Bridgestone expanded the activation rights available under its top-tier partnership deal with the International Olympic Committee.
Chinese e-commerce company Alibaba also signed a top-tier deal with IOC, until 2028.
Olympics: Temporary power provider Aggreko agreed to partner the 2018 winter Olympic and Paralympic Games.
Olympics: The French National Olympic and Sports Committee extended its partnership with domestic financial services company Groupe BPCE by four years, to 2020.
Olympics: Toyota entered a partnership with the German Olympic Committee and Italian Olympic Committee.
Olympics: Canadian banking group RBC extended its partnership with the Canadian Olympic Committee until 2024. The National Olympic Committee also signed an eight-year deal with data analytics specialist SAS.
Olympics: The Trinidad and Tobago Olympic Committee entered a four-year partnership, to 2020, with German sportswear brand Puma.
Rugby league: Australian National Rugby League (NRL) club St George Illawarra Dragons agreed a shirt sponsorship deal with lighting products manufacturer and distributor Domus Lighting for the 2017 and 2018 season.
Rugby league: NRL club North Queensland Cowboys agreed a kit sponsorship deal with national education and training provider Allara Learning.
Rugby union: Photographic and digital imaging solutions company Canon agreed to sponsor the 2019 Rugby World Cup.
Rugby union: English Premiership club Leicester Tigers entered a three-year partnership, to the 2018-19 season, with mobile gaming company LeoVegas.com.
Rugby union: New Zealand Super Rugby franchise the Hurricanes extended sponsorship agreements with foreign exchange broker Fullerton Markets and Korean automotive manufacturer Kia by three years, from 2017 to 2019.
Rugby union: South Africa’s Golden Lions Rugby Union extended its shirt sponsorship deal with document solutions and services company Xerox by three years, from 2017 to 2019.
Rowing: UK winemaker Chapel Down entered a four-year partnership, from 2017 to 2020, with the Boat Race Company, which organises the annual rowing races between English universities Oxford and Cambridge.
Sailing: Italian watch manufacturer Officine Panerai agreed to sponsor the America’s Cup and competing teams Oracle Team USA and Softbank Team Japan.
Sailing: Coffee brand Nespresso renewed its sponsorship deal with Team New Zealand.
Sailing: Charter sailing brand Sunsail renewed its partnership with the Isle of Wight’s Cowes Week until at least 2021.
Skiing: Car rental firm Hertz to sponsor the Ski Classics series of long-distance skiing events for the 2016-17 season.
Swimming: US swimming and triathlon apparel brand TYR Sport extended its partnership with the USA Swimming to 2020.
Swimming: The Swimming Australia national governing body signed a four-year partnership, to 2020, with Italian swimwear brand Arena.
Table tennis: Chinese shipping company Seamaster agreed to become title sponsor of the International Table Tennis Federation’s World Tour series for four years, from 2017 to 2020.
Tennis: The Women’s Tennis Association entered a three-year partnership, from 2017 to 2019, with financial services company Cambridge Global Payments.
Tennis: Professional and financial services company Deloitte agreed a wide-ranging sponsorship deal with the United States Tennis Association.
US college: Toyota extended its partnership with the Southern Intercollegiate Athletic Conference by one year.
Venues: German automotive manufacturer Mercedes-Benz extended a deal that grants it naming rights to the Mercedes-Benz Arena in Shanghai, China, for 10 years, to 2025.
Venues: US regional waste and recycling services company EnviroSolutions entered a partnership with Monumental Sports & Entertainment, which owns the Washington Capitals NHL ice hockey franchise and Washington Wizards NBA basketball team.
Venues: Asian telecommunications company Axiata Group Berhad agreed to take on naming rights to the Putra Indoor Stadium in Kuala Lumpur, Malaysia. The deal will reportedly run for 10 years.
Volleyball: The Brazilian Volleyball Confederation agreed partnerships with Japanese sportswear manufacturer Asics and Delta Air Lines. The Asics deal runs for four years, to 2020, and the Delta agreement will conclude at the end of 2017.
Wheelchair tennis: Japanese apparel brand Uniqlo signed a deal with the International Tennis Federation to extend its title sponsorship of the Wheelchair Tennis Tour for five years, from 2017 to 2021.