Americas
MLB partners with trucking firm
North America’s Major League Baseball has entered into a partnership with trucking firm Old Dominion Freight Line.
Johnson & Johnson renews with U.S. Soccer, MLS
Pharmaceuticals company Johnson & Johnson has signed multi-year extensions to its partnerships with North America’s Major League Soccer and the U.S. Soccer national governing body.
Uber signs wide-ranging deal with AEG
Ridesharing company Uber has entered into a wide-ranging partnership with sports and live entertainment company AEG.
USA Rugby signs Adidas as new kit supplier
USA Rugby, the governing body for rugby union in the country, has signed a multi-year partnership with German sportswear and equipment giant Adidas.
Total title sponsors Copa Argentina
French oil and gas giant Total has agreed a deal to title sponsor the Copa Argentina club football knockout tournament.
Vitória names Topper as new kit partner
Campeonato Brasileiro Serie A football club Vitória has appointed Brazilian sportswear brand Topper as its new kit supplier.
Geico: Brand visibility key to digital sales strategy
Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.
White Sox partner with local IT firm, Papa John’s adds Mets to MLB roster
Major League Baseball franchises the Chicago White Sox and New York Mets have entered into partnerships with local IT solutions company Proven Business Systems and pizza delivery company Papa John’s, respectively.
Yankees open new sponsor category with HotelTonight deal
Last-minute hotel booking mobile application HotelTonight has partnered with Major League Baseball franchise the New York Yankees for the 2017 season.
MLB replaces Pepsi with Coca-Cola
Major League Baseball has entered into a partnership with soft drinks giant Coca-Cola, bringing to an end the North American league’s relationship with rival company PepsiCo.
NCAA secures extension with Spalding
US sports equipment supplier Spalding has extended its partnership with the country’s National Collegiate Athletic Association until August 2021.
NBA’s Bucks sign first founding partner for new arena
US multi-industrial company Johnson Controls has struck a deal with the Milwaukee Bucks to become the official smart building partner for the Wisconsin Entertainment and Sport Center, the future home arena of the NBA basketball franchise.
Royals announce deals for new season, White Sox partner with breweries
Major League Baseball franchise the Kansas City Royals has announced a number of sponsorship deals for the 2017 season, while rival team the Chicago White Sox has agreed partnerships with four local breweries for the new campaign.
NHL signs health insurance partner
North American ice hockey league the NHL has signed health service company Cigna as its official health insurance provider.
MLB signs first hot dog sponsor, partners with lifestyle brand
Major League Baseball has agreed a sponsorship deal with fast food restaurant chain Nathan’s Famous, while the North American league has also entered into a partnership with lifestyle brand The Honest Company.
Letter from IEG Chicago: Day 2
Loren Angelo, vice president of marketing for carmaker Audi of America, opened the second day of the IEG conference in Chicago with a presentation explaining how the brand had moved from a challenger in…
Botafogo extends Caixa shirt sponsorship
Government-owned banking group Caixa has extended its shirt sponsorship deal with Campeonato Brasileiro Serie A football club Botafogo.
Letter from IEG Chicago: Day 1
Jim Andrews, senior vice president at IEG and ESP Properties, opened the 34th IEG Conference in Chicago on Sunday afternoon by explaining this year’s conference name: Pivot.