Americas

USA Lacrosse has agreed a two-year partnership with CAA Sports Licensing, a division of Creative Artists Agency (CAA), to help American lacrosse's governing body capitalize the commercial use of its brand

LIV Golf is pitching its sponsorship proposition to agencies with a focus on its CW Network deal and new league concept.

Life insurance company Pacific Life has announced a new five-year sponsorship with the PGA Tour, designating the company as the 'Official Life Insurance Sponsor of the PGA Tour and PGA Tour Champions’.

Former world number one golfer and LIV Golf champion Dustin Johnson has ended his sponsorship agreement with Adidas after 15 years while 2017 Masters winner Sergio Garcia did not have his contract renewed…

Major League Soccer has announced a pair of sponsorship deals ahead of the start of the 2023 season, extending the league's partnership with Audi and landing a new deal with RBC Wealth Management

US financial services company Ally has agreed a multi-year marketing deal with the Walt Disney Company focusing on the Atlantic Coast Conference (ACC) college sports organisation that is designed to advance…

Mexican pay-television sports channel Afizzionados has added Spanish LaLiga club FC Barcelona to its portfolio of sponsorship deals with major European teams

Michelob Ultra created a golf-themed Super Bowl advertising campaign inspired by the cult 1980s movie Caddyshack which encouraged viewers to pre-order their big-game beer stocks

The Haas Formula 1 team has signed up restaurant chain Chipotle Mexican Grill to its sponsorship portfolio

The National Basketball Association's upcoming NBA All-Star weekend in Salt Lake City, Utah, will be marked with more than 35 sponsorships, including activations, social media campaigns and on-site merchandise…

São Paulo FC has renewed a sponsorship agreement with ABC da Construção that affords the Brazilian construction firm branding on the back of the men’s team’s shorts. Th

The Houston Astros Major League Baseball team has agreed a deal for energy company Oxy to become its new jersey patch sponsor

The National Hockey League believes that its digitally enhanced 'dasherboard' technology has already proven of immense commercial value at a local, national and international level despite some glitches…

Major League Soccer expansion team St. Louis City SC has decided to put its search for a new stadium naming rights sponsor on the back burner ahead of the club's debut season. In October, St.

Verizon and the National Football League have agreed a five-year deal that makes Verizon the coach-to-coach communications carrier across all 30 NFL stadiums

German workwear manufacturer and retailer Engelbert Strauss has been named sponsor of the National Football League's Kansas City Chiefs, marking the first multi-year agreement by the 2023 Super Bowl participants…

Major League Baseball's Texas Rangers have turned to the CSM Sport & Entertainment agency to land their first-ever jersey patch sponsor

The National Hockey League has named the Kindred Group’s online gaming brand Unibet as an official league partner in Sweden in a multi-year agreement.