US leagues, networks launch alliance to promote responsible betting ads
Top American sports leagues and broadcasters NBCUniversal and Fox have formed an alliance to promote responsible approaches toward sports betting advertising
ONE Championship hires Horizon Sports & Experiences to grow sponsorship in US
Martial arts league ONE Championship has hired Horizon Sports & Experiences (HS&E) to manage the league's sponsorship and brand activation efforts in the United States
Dick’s Sporting Goods begins Boston Marathon sponsorship
Retailer Dick's Sporting Goods has announced a multi-year partnership with the Boston Athletic Association (BAA) in a deal that makes Dick's the official retail sponsor of BAA events, beginning with the…
Sponsor UKG increases NWSL Challenge Cup prize pool to $1m
National Women's Soccer League sponsor UKG, which is the league's Challenge Cup title sponsor, has announced the first-ever $1m (€907,000) prize pool for the in-season cup competition in a goal to drive p…
TYR expands USA Swimming sponsorship through 2024 Olympics
USA Swimming has announced that it has expanded its partnership with TYR to make the apparel brand the exclusive outfitter of the US national and junior teams through the end of the 2024 calendar year
NFL’s Browns, FirstEnergy end stadium naming-rights deal
The National Football League's Cleveland Browns and electrical utility company FirstEnergy Corp
Virgin Hotels named sponsor of East Harmon Zone at Vegas GP
Virgin Hotels Las Vegas has announced that it will be the official entitlement sponsor of the East Harmon Zone at the Formula 1 Las Vegas Grand Prix
Under Armour extends US speedskating, bobsled, skeleton deals
US Speedskating and USA Bobsled/Skeleton have announced multi-year extensions with their long-standing apparel partner Under Armour
MLB renews Dairy Queen sponsorship
Major League Baseball has renewed its sponsorship deal with restaurant and ice cream shop chain Dairy Queen in a deal that makes MLB stars Ozzie Albies, Kris Bryant, Byron Buxton, and Freddie Freeman part…
Chicago Cubs become first MLB club with CBD sponsor
Major League Baseball's Chicago Cubs have announced a first-ever official cannabidiol (CBD) partner for an MLB club, partnering with Chicago-based wellness and recovery company Mynd Drinks