PlayStation renews title deal for college football’s Fiesta Bowl

Financial services company Capital One has signed a deal to be the title sponsor of season-ending US college American football game, the Orange Bowl, part of the new College Football Playoff (CFP).

US insurance company Allstate is using college football as the main platform to communicate its key messages.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.