Americas
Gatorade extends Copa Libertadores partnership
PepsiCo-owned isotonic drinks brand Gatorade has extended its sponsorship deal with South American club football competition the Copa Libertadores.
Liqui Moly seals landmark deal with Los Angeles Kings
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 extends PGA Tour partnership
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.
Skechers extends title sponsorship of Los Angeles Marathon
The Skechers Performance division of US footwear brand Skechers has agreed a deal to continue as the title sponsor of the Los Angeles Marathon.
San Antonio Spurs sign healthcare partner
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.
Toyota expands US winter sports presence with new deals
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 destinations to be promoted at World Curling Championships
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.
NFL renews Castrol partnership
Oil and lubricants giant Castrol has signed a multi-year extension to its partnership with the NFL American football league.
MLB’s White Sox secure new beer partner
Mexican beer brand Modelo Especial has entered into a multi-year partnership with Major League Baseball’s Chicago White Sox.
Yankees partner with local real estate firm
Major League Baseball team the New York Yankees has entered into a multi-year partnership with real estate firm Halstead Property.
Holiday Bowl brings in new title sponsor
The San Diego County Credit Union (SDCCU) has been confirmed as the new title sponsor of the Holiday Bowl US college American football game.
Washington D.C. gets behind esports team
The US capital of Washington D.C. has reached an agreement to sponsor the NRG Esports team in what is being termed the first deal of its kind for the sector.
Kia extends LPGA partnership
Korean automotive manufacturer Kia has renewed its partnership with the Ladies Professional Golf Association.
Rawlings teams up with World Baseball Classic
Rawlings Sporting Goods has agreed a deal to sponsor this year’s World Baseball Classic national team tournament.
HSBC expands portfolio with Rugby Canada deal
Banking group HSBC has secured a partnership with Rugby Canada, the national governing body for rugby union.
Mets extend with W.B. Mason
Major League Baseball franchise the New York Mets has extended its partnership with office products retailer W.B. Mason.
New sponsor signs up for Gold Cup
Food processing company Post Consumer Brands has agreed a deal with the Confederation of North, Central America and Caribbean Association Football (Concacaf) to sponsor the governing body's Gold Cup national team tournament.
Republic Bank extends commitment to Caribbean Premier League
Financial services group Republic Bank has agreed a three-year extension to its sponsorship deal with Twenty20 cricket competition the Caribbean Premier League.