Americas
USAA extends title sponsorship of Army-Navy game
Financial services company USAA has extended its title sponsorship of the annual American college football game between the US Military Academy and US Naval Academy teams.
Nissan signs up 100 colleges in local markets play
Carmaker Nissan is focused on engaging local dealers to support its goal of a 10-per-cent market share in the US following its mammoth sponsorship deal with 100 US colleges.
Colleges fill US gap in global strategy
Carmaker Nissan is looking to bring all of its sponsorship deals under the global brand umbrella, Gerhard Fourie, general manager, global brand strategy for Nissan, told Sports Sponsorship Insider following the brand’s 100-US college deal.
NBA’s Hornets balance the books with Grant Thornton
NBA basketball franchise the Charlotte Hornets has agreed a multi-year sponsorship deal with accounting and consulting company Grant Thornton.
Military Bowl secures extension with title sponsor
Global security company Northrop Grumman Corporation has extended its title sponsorship of the Military Bowl US college American football game.
America’s Cup and Oracle Team USA on firm footing with Sperry deal
Footwear manufacturer Sperry has entered into a partnership with the 35th America’s Cup and the sailing event’s reigning champion, Oracle Team USA.
Hyundai adds Vikings, Steelers to NFL portfolio
Korean automotive manufacturer Hyundai has agreed sponsorship deals with NFL American football franchises the Minnesota Vikings and Pittsburgh Steelers.
Dunkin’ Donuts becomes first major sponsor of NWHL
Coffee and baked goods chain Dunkin’ Donuts has signed on as the first corporate sponsor of the National Women’s Hockey League, a new ice hockey competition in the United States.
New Balance to replace Asics as NYC Marathon partner
Global sportswear brand New Balance has agreed a multi-year deal to replace rival Asics as the official apparel and footwear partner of the New York City Marathon.
Pinty’s upgrades backing of Nascar’s Canadian series
North American stock-car racing series Nascar has named poultry food products manufacturer Pinty’s as the new title sponsor of its Canadian division.
New York Mets drink to Coca-Cola partnership
Major League Baseball franchise the New York Mets has agreed a multi-year partnership with soft drinks giant Coca-Cola.
College Football Playoff signs up beer sponsor
Dos Equis, a beer brand produced by Mexican brewery Cervecería Cuauhtémoc Moctezuma, has struck a deal to become a sponsor of the College Football Playoff (CFP) US collegiate American football system.
Special Dog stays loyal to Corinthians
Campeonato Brasileiro Serie A football club Corinthians has renewed its partnership with Brazilian pet food manufacturer Special Dog.
BattleFrog signs up as Fiesta Bowl title sponsor
US outdoor fitness event and obstacle race organiser BattleFrog has struck a deal to become the title sponsor of the 2015 Fiesta Bowl college American football game.
Tampa Bay Lightning ships in logistics partner
NHL ice hockey team Tampa Bay Lightning has entered into a partnership with national freight shipping company BlueGrace Logistics.
Air Force Reserve becomes title sponsor of inaugural Celebration Bowl
The Air Force Reserve, a Major Command of the United States Air Force, is to serve as the title sponsor of this year’s Celebration Bowl, the inaugural edition of a new US college American football game.
Colorado State agrees lucrative Under Armour extension
Colorado State University’s athletics department has agreed a five-year extension to its partnership with US sportswear manufacturer Under Armour.
Corinthians clean up with new shirt sponsor
Campeonato Brasileiro Serie A football club Corinthians has entered into a shirt sponsorship deal with cleaning products manufacturer Klar.