NBA, WNBA and USA Basketball announce Skims as first underwear sponsor
The National Basketball Association and Skims have announced a multi-year sponsorship agreement that makes Skims, the shapewear brand, the official underwear partner of the NBA, Women’s National Basketball A…
NHL sponsors seek to capitalise on Heritage Classic activations
The National Hockey League and its sponsors in Canada are planning to leverage the 2023 Tim Hortons NHL Heritage Classic when the outdoor game's 20th anniversary game plays on October 29 between the Edmonton…
Mission Foods becomes new title sponsor of NHRA
The National Hot Rod Association (NHRA) has a new title sponsor for its premier professional series, signing up Mission Foods in a multi-year deal
Silver Lake looks to take Endeavor private amid strategic review of assets
Endeavor, the company that owns the IMG agency, World Wrestling Entertainment and Ultimate Fighting Championship, has announced that it is exploring “strategic alternatives” for its publicly listed sto…
Bud Light returns to UFC in record sponsorship deal, AB InBev goes global
The Ultimate Fighting Championship (UFC) has announced that Bud Light will become its official beer in the United States in a multi-year deal that also extends its partnership with AB InBev on a global…
Nuggets signs Ibotta in three-year jersey patch deal
The defending National Basketball Association champion Denver Nuggets has announced a jersey patch sponsorship deal with performance marketing platform and cash-back rewards provider Ibotta
MLS claims regular season broke multiple records
Major League Soccer has claimed that its clubs set several records during the regular 2023 season, with Inter Miami's superstar signing Lionel Messi playing his part in setting a number of new landmarks
NBA, Clutch sign Canadian sponsorship agreement
The National Basketball Association has signed a multi-year sponsorship agreement with Clutch that makes the Canadian used car seller its official online car retailer of the NBA in Canada
KC Current agrees naming-rights deal for ‘world-first’ women’s stadium
Kansas City Current of the National Women's Soccer League (NWSL) has announced railway network CPKC as the naming-rights partner for the club's new stadium, which it claims will be the first venue specifically…
NHL extends global deal with Fastenal
The National Hockey League (NHL) has extended its agreement with global supply chain solutions and industrial distribution company Fastenal in a multi-year deal