Americas

NHL ice hockey franchise the Detroit Red Wings has agreed a sponsorship deal with Huntington Bank and expanded its association with Canadian beer brand Labatt Blue, with both companies having also been named as landmark-level partners of Little Caesars Arena, the team’s new home facility.

The South American Football Confederation (Conmebol) has selected Swiss-based agency Synergy Sports to market the sponsorship rights to its Copa Sudamericana club competition.

Trinidad-headquartered brewery Carib has signed up as the latest new sponsor of the Caribbean Premier League Twenty20 cricket competition.

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

Smartphone manufacturer Alcatel has agreed a shirt sponsorship deal with Campeonato Brasileiro Serie A football club Corinthians.

Honda-owned luxury car brand Acura this month signed its first major sports sponsorship agreement, securing a three-year shirt deal with Major League Soccer’s Columbus Crew.

For 2016-17, we have researched 227 properties, including 63 deal values, across 99 insurance brands to map out the sponsorship landscape in the insurance sector.

Government-owned banking group Caixa has extended its shirt sponsorship deal with Campeonato Brasileiro Serie A football club Coritiba.

PepsiCo-owned isotonic drinks brand Gatorade has extended its sponsorship deal with South American club football competition the Copa Libertadores.

German lubricants manufacturer Liqui Moly has made its first move into the US sports sector by partnering with NHL ice hockey franchise the Los Angeles Kings.

Mastercard has extended its partnership with golf’s PGA Tour, while the global payment services company has also agreed a deal to continue sponsoring the Arnold Palmer Invitational event.

The Skechers Performance division of US footwear brand Skechers has agreed a deal to continue as the title sponsor of the Los Angeles Marathon.

Methodist Healthcare System has entered into a strategic partnership with Spurs Sports & Entertainment, through which it will sponsor the San Antonio Spurs NBA basketball franchise.

Japanese automotive manufacturer Toyota has stepped up its backing of US winter sports by partnering with US Figure Skating and US Speedskating, and extending an existing agreement with USA Hockey.

Swiss tourism bodies Titlis Cableways and Lucerne Tourism have signed on as main sponsors of the 2017 World Women’s Curling Championship and the 2018 World Men’s Curling Championship.

Oil and lubricants giant Castrol has signed a multi-year extension to its partnership with the NFL American football league.