Americas
Memphis Grizzlies motor on with Ford deal
NBA basketball franchise the Memphis Grizzlies has agreed a multi-year sponsorship deal with the Mid-South Ford Dealers arm of US automotive giant Ford.
University of Wisconsin-Madison switches from Adidas to Under Armour
Sportswear company Under Armour has signed a long-term partnership with the University of Wisconsin-Madison’s Badgers intercollegiate sports teams.
ECHL seals landmark league-wide partnership
North American professional ice hockey league the ECHL has agreed a first-of-its-kind partnership with insurance firm Geico.
Major Energy adds New York Rangers to MSG partnership
The Madison Square Garden Company, the New York-based sports and entertainment firm that oversees the management of some of the US city’s leading sports franchises, has renewed its partnership with Major Energy.
Ironman kits out with new apparel sponsor
The Ironman triathlon series has agreed a three-year partnership with Zoot Sports, an apparel company specialising in running and triathlon products.
CHL turns up the heat with new partner
The Canadian Hockey League (CHL), which oversees the organisation of the world’s largest development ice hockey competitions, has agreed a three-year partnership with heating and cooling products manufacturer Lennox.
DraftKings targets Canada with Toronto sports partnerships
Daily fantasy sports operator DraftKings has signed a four-year advertising and promotion deal with Maple Leaf Sports and Entertainment, owner of the Toronto Raptors NBA basketball team and Toronto Maple Leafs NHL ice hockey franchise.
New LPGA event to tee off with Volvik
Korean golf ball manufacturer Volvik has stepped up its backing of the Ladies Professional Golf Association (LPGA) by agreeing to title sponsor a new tournament on its 2016 calendar.
Boca Raton Bowl kits out with new title sponsor
The Boca Raton Bowl college American football game has signed the Marmot clothing and equipment company as its new title sponsor.
National Car Rental steps up to back St. Louis NFL stadium
Vehicle rental firm National Car Rental has agreed a 20-year deal to become the naming rights partner of a proposed new stadium for NFL American football franchise the St. Louis Rams.
Rio Open calls back main sponsor for 2016 event
The Rio Open ATP men’s and WTA women’s tennis tournament has extended its sponsorship deal with telecommunications company Claro.
Detroit Lions to support local businesses through new partnership
NFL American football franchise the Detroit Lions has entered into a multi-year partnership with credit card processing firm International Bancard in an effort to help support local businesses.
Chicago Bulls sign Polish firm as first global partner
NBA basketball team the Chicago Bulls has agreed a long-term partnership with Cinkciarz.pl, the online currency exchange company.
Delta makes fresh connection with New York MLB franchises
Delta Air Lines has opted to extend its partnerships with MLB baseball franchises the New York Yankees and New York Mets.
New Orleans Saints hop on board with local cruise line firm
NFL American football franchise the New Orleans Saints has announced a multi-year partnership with the locally-based Carnival cruise line firm.
NBA clocks up new sponsorship category with Tissot partnership
The National Basketball Association has signed a multi-year global partnership that will make Swiss watch brand Tissot the first official timekeeper of the NBA, Women’s National Basketball Association and NBA Development League.
Volunteers of America extend backing of LPGA event
The Ladies Professional Golf Association has extended its partnership with Volunteers of America under which the non-profit organisation will remain as title sponsor of its North Texas Shootout tournament.
Glade enjoys sweet smell of success with Barcelona
Spanish LaLiga football club Barcelona has signed its latest regional sponsorship deal in Brazil through an agreement with air freshener brand Glade.