Americas
LPGA ties down lucrative CME deal until 2027
Derivatives marketplace CME Group has renewed its title sponsorship of the LPGA Tour Championship and the season-long Race to CME Globe points competition until 2027.
Daikin puts name on Houston Astros stadium
The Houston Astros Major League Baseball club has reached a 15-year stadium naming-rights deal with Daikin Comfort Technologies North America to rename the home of the Astros as Daikin Park.
‘No Place like Chrome’ – Google Chrome and McLaren F1
Google Chrome activated its McLaren F1 sponsorship rights by engaging both avid and casual fans of the motorsports series at the Austin and Las Vegas Grands Prix.
Blueprint, rEvolution team up on NIL projects
US marketing agency rEvolution has entered into an agreement with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE), as the US college sports sponsorship market continues to skyrocket
TGL builds founding partner base ahead of launch
Best Buy, the US technology retailer, has announced its first move into golf, becoming the third founding partner of TGL, the tech-driven team indoor golf league
Emirates builds market share with US Open extension
The Dubai-based airline has doubled the number of US cities it flies to since first sponsoring the US Open in 2012.
US tourism sector fuels NFL UK sponsorship growth
The US tourism sector continues to drive value for the National Football League’s international sponsorship portfolio. SportBusiness Sponsorship speaks to Michelle Webb, vice president, international, about the league's regional sponsorship approach.
Energizer boosts St. Louis City with stadium deal
Two years after its previous deal fell through, St. Louis City SC has announced battery giant Energizer as its new stadium naming sponsor.
Cincinnati creates in-house unit for sponsorship sales
The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.
Visit Nayarit furthers US sport push with Lakers
Mexican tourism board Visit Nayarit has continued its push into US sport by striking a sponsorship deal with the Los Angeles Lakers
Storytelling and experiences central to Verizon sponsorship approach
Nick Kelly, vice president sponsorship and partnerships at Verizon, explains how the company uses its sponsorship portfolio to reward customers and showcase its connectivity services.
LA28 brings in Nike’s Slusher to drive revenues
The commercial programme for the Los Angeles 2028 Olympic Games is to be spearheaded by former Nike executive John Slusher.
Hisense kickstarts Fifa Club World Cup sponsorship sales
Hisense has become the first brand to sponsor the 2025 Fifa Club World Cup, kickstarting the commercial programme for the competition that has so far failed to catch fire.
PWHL engages Deep Blue for commercial development
Ahead of the start of its second season, the PWHL is looking for commercial development with the help of Deep Blue Sports + Entertainment.
Islanders signs AI-focused helmet deal with Viam
The New York Islanders of the NHL has agreed a helmet sponsorship deal with engineering platform Viam that will look to use artificial intelligence, data and automation to unlock efficiencies in the team’s UBS Arena.
JSX targets lift-off from College Basketball Crown
Public charter jet service JSX aims to grow its brand across the US as a founding partner of College Basketball Crown, a new postseason tournament, organised by AEG and Fox Sports.
Coinbase builds on central NBA deal with Warriors sponsorship
Cryptocurrency platform Coinbase has furthered its presence in the National Basketball Association (NBA) via a deal with the Golden State Warriors despite the franchise's previous agreement with now-bankrupt …
Nike deal takes NBA income to new heights
Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…