Americas
Texas Rangers makes owner-linked patch deal with Energy Transfer
World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer
Hyundai deal takes Copa Libertadores portfolio close to completion
South Korean car maker Hyundai Motor has signed as a new top-tier sponsor of South America’s main club competition, the Copa Libertadores, for three years until 2026.
Concacaf adds six-figure Chili’s sponsorship for Nations League Finals
Concacaf has announced a sponsorship by American national restaurant chain Chili's Grill & Bar as the official restaurant of the Concacaf Nations League Finals, which includes two semi-final matches and the final.
Jägermeister on board as title sponsor for new USL League One cup tournament
The United Soccer League's USL League One is launching an inaugural in-season cup competition with Jägermeister as the entitlement sponsor for the tournament in a new sponsorship deal.
Itaú signs Miami Open extension to 2028, Haier renews with ATP
Brazilian bank Itaú Unibanco has agreed a four-year extension to its presenting sponsorship deal with tennis’ Miami Open.
Ehrenkranz joins Hirschfeld Marketing Solutions as agency president
Sports marketing veteran Jeff Ehrenkranz has joined Hirschfeld Marketing Solutions as president of the Huntersville, North Carolina-based agency
Truist among bidders for Wells Fargo Championship title rights
Charlotte-based bank Truist Financial Corp is one of multiple banking and insurance sector suitors seeking to take over the title rights to the PGA Tour tournament currently known as the Wells Fargo Championship
Palmeiras outlier in Brax-dominated pitchside ads market with Sport Hub renewal
Brazilian football giants Palmeiras has signed off a new lucrative deal with Sports Hub, for the Brazilian technology solutions company to continue selling its perimeter LED board and on-pitch advertising assets to 2029.
Cognizant named Major League Cricket’s first title sponsor
Major League Cricket has announced IT services company Cognizant as the league's title sponsor ahead of its second season.
CBS, TNT remain bullish over March Madness viewing figures
CBS Sports and TNT Sports are not concerned about a potential viewership dip at this year's NCAA men's basketball tournament after last year's lowest-performing championship game and an absence of star…
Legends, Blueprint announce NIL deal for Power Five colleges
Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…
Trailblazing $117m CPKC Stadium can maximise sponsor potential, say owners
The Kansas City Current have unveiled features of its new home, CPKC Stadium, which the National Women's Soccer League side claims is the world's first purpose-built ground for women's professional sport
Sportingbet, Xamã and the Copa Libertadores
Sportingbet ran an influencer-led campaign in Brazil to tee up its sponsorship of the 2023 Copa Libertadores.
FanDuel’s Panthers deal to tap North Carolina sports betting boom
FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.
McDonald’s joins F1’s regional sponsorship portfolio with focus on LatAm
McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.
Messi deal puts Inter Miami out in front of MLS shirt sponsorship market
Inter Miami has reaped the benefits of signing Lionel Messi by striking the most valuable shirt sponsorship deal in Major League Soccer. SportBusiness Sponsorship analyses the league's shirt sponsorship market and league-level marketing category.
FedEx exits Commanders stadium naming-rights deal two years early
Shipping company FedEx has ended its stadium naming-rights deal with the National Football League's Washington Commanders two years early
Joint UFC-WWE revenues hit $1.7bn, net income falls 54 per cent
TKO Group Holdings, the Endeavor-owned public company created by the merger of Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has reported revenue for the 2023 financial…