Americas

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MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8

Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028

Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US

German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.

Spanish telco Telefónica has renewed its title sponsorship of the Team Movistar UCI World Tour outfit from 2019 to 2021. Telefónica will pay between €12m ($13.5m)

The Ultimate Fighting Championship (UFC) has signed new partnerships with Canadian CBD firm Aurora Cannabis and US sports nutrition brand Thorne

Austin-based St. David's HealthCare has become the first major sponsorship for Major League Soccer expansion club Austin FC

The PGA Tour has signed a new partnership with Meiomi Wines. Under the deal, Meiomi will be designated as the Official Wine of the PGA Tour and PGA Tour Champions

Insurance company State Farm has renewed its sponsorship of League of Legends esports events until 2021

Features

In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.

US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales

The NFL’s Miami Dolphins aims to be the number one American football franchise for international fan engagement by building on its brand fame worldwide, the ascendancy of its social media offering, Miami’s sta…

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

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.

The Argentine Football Association added over $1m (€0.9m) in new sponsorship revenue ahead of the 2018 World Cup, striking its first regional partnerships with a quartet of Chinese brands.

Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  

Food and beverage group PepsiCo has signed a five-year extension, from 2018-19 to 2022-23, to its North American partnership with the National Hockey League.

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Through 2017, Hyundai Motor has been communicating its future mobility positioning through a series of high-profile global brand marketing campaigns.

Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.