Americas
HyperX renews headset partnership with NBA 2K League
US gaming accessories brand HyperX has renewed its partnership with the NBA 2K League.
Under the deal, HyperX will continue as the Official Headset Partner of the NBA 2K League for a second season
Luna Bar offers bonus to bridge pay gap for US women’s soccer team
The US Women's National Team (USWNT) recently filed suit against the US Soccer Federation for alleged gender discrimination
Asset manager Legg Mason withdraws from all sports sponsorships
Asset management firm Legg Mason has withdrawn from all sports sponsorship, including its long-standing partnerships with the Baltimore Orioles and the Baltimore Ravens as well as the skybox at Madison…
Coppercraft Distillery augments growth plans with Detroit Tigers deal
Major League Baseball franchise the Detroit Tigers has agreed a multi-year sponsorship deal with Coppercraft Distillery
Spectrum partners up with AEG’s LA sports properties
Sports and live entertainment company AEG has signed a multi-year partnership with Spectrum, the broadband services brand of telco Charter Communications, covering its sports teams and venues across Los…
National adds Cubs, Giants to MLB roster
National Car Rental has broadened its portfolio of Major League Baseball partnerships by striking deals with the Chicago Cubs and San Francisco Giants
United Airlines offers to withdraw LA Memorial Coliseum sponsorship
Criticism of the sale of naming rights to the Los Angeles Memorial Coliseum has led United Airlines offering to retract its $69m (€61m) offer for the facility, according to the the Associated Press.
Corona Premier teams up with golf’s US Open
Beer brand Corona Premier has signed a multi-year deal to sponsor the US Open golf tournament
NHL adds William Hill as sports betting partner
UK bookmaker William Hill has enhanced its presence in North American ice hockey by signing a strategic partnership agreement with the National Hockey League
Red Bull expands global football empire, takes over at Bragantino
Austrian energy drink brand Red Bull has expanded its global club football empire through a major deal with second-tier Brazilian side Atlético Bragantino.
Digi+ partners with Athletico Paranaense in profit-sharing deal
Brazilian Série A club Athletico Paranaense has signed up banking group Banco Renner as the club’s new main shirt sponsor.
Minnesota United secures PepsiCo deal for Allianz Field
Minnesota United FC has continued its recent success in securing sponsors with the announcement of a partnership with PepsiCo
GameStop to sponsor Dallas Fuel and Envy Gaming
Envy Gaming, which owns the global Team Envy esports franchise and the Dallas Fuel team in the Overwatch League, has secured a sponsorship with leading gaming retailer GameStop
Blue Jays bank extension with TD
Major League Baseball franchise the Toronto Blue Jays has agreed a five-year extension to its partnership with TD Bank.
TD has served as the Official Bank of the Blue Jays for 13 years
Dell Technologies extends title sponsorship of WGC Match Play
US information technology company Dell Technologies has renewed its title sponsorship of the annual World Golf Championships Match Play event
Motul steps up WorldSBK association with race deals
Motor oils and industrial lubricants manufacturer Motul has further enhanced its partnership with the Superbike World Championship (WorldSBK), taking title sponsorship rights to two of this season’s r…
DKNY launches Major League Baseball collection
Fashion label DKNY SPORT has launched an ongoing product partnership with Major League Baseball