Americas

Cricket

Major League Cricket (MLC) has signed up US-based Indian food brand Royal as a sponsor ahead of its inaugural season in a deal that makes Royal an official partner of the USA Cricket-sanctioned league.
Football

The Mexican Football Federation (FMF) and Soccer United Marketing (SUM) have announced a multi-year sponsorship renewal between the Mexican men's national team and retail store Home Depot, which will continue…
Baseball

Streaming platform Fubo has signed a third sponsorship with a Major League Baseball franchise after agreeing a deal with the St. Louis Cardinals
Golf

US agriculture and construction services company John Deere has extended its backing of the John Deere Classic, one of the longest running title sponsorships on the PGA Tour
American Football

Health insurance operator Highmark Blue Cross Blue Shield of Western New York will continue its stadium naming rights relationship with the Buffalo Bills when the NFL franchise moves to a new build in…
Football

The two collectives of Campeonato Brasileiro Série A and B teams seeking to drive plans for a new Brazilian football league system have this week made new financial offers in a bid to entice rival clubs …
Basketball

The NBA generated $760.3m in sponsorship income in 2022-23, renewing four contracts and agreeing two new deals with Hisense and Sorare. Matthew Glendinning provides detailed analysis of its commercial portfolio.
US College Sport

US college sports conference Big 12 has announced plans to create an internal commercial sales division for the first time in its 27-year history
Baseball

Major League Baseball (MLB) and the MLB Players Association (MLBPA) have announced a new agreement designed to improve player marketing through league sponsors and third-party league relationships
Basketball

The National Basketball Association has announced that Michelob Ultra will be the exclusive and worldwide official beer partner of the NBA, WNBA, NBA G League, NBA 2K League, USA Basketball, and Basketball…
Golf

The United States Golf Association has announced a multi-year extension with Cisco as the official technology partner of the USGA and its championships
Football

Soccer United Marketing (SUM), the commercial arm of Major League Soccer and the Mexican Football Federation (FMF), have agreed a multi-year sponsorship agreement with La Verde Gas Station and Convenience…
Football

Frito-Lay North America, the convenient foods division of PepsiCo, has continued its relationship with Fifa by becoming a sponsor of this summer’s Women’s World Cup.
Golf

Ryder Cup Europe and the PGA of America have announced that Hilton has upgraded its sponsorship of the 2023 Ryder Cup to Worldwide Partner
Football

Major League Soccer has announced a multi-year sponsorship extension with retail store Home Depot, which will continue as the league's official home improvement retailer
Football

National Women's Soccer League side NJ/NY Gotham FC has announced a "strategic partnership" with SL Benfica of the Campeonato Nacional Feminino
Baseball

Major League Baseball's Detroit Tigers have announced an expanded sponsorship with Michigan supermarket chain Meijer in a multi-year deal that will see the brand's logo appear on the team's uniform sleeve
Football

The Leagues Cup, the tournament involving 47 teams across Major League Soccer (MLS) and Mexico’s Liga MX, has announced Adidas as an Official Partner and Official Match Ball Provider in a multi-year a…