Americas
NFL’s Vikings toast extension with MillerCoors
US-based brewery MillerCoors has opted to extend its sponsorship deal with NFL American football franchise the Minnesota Vikings.
Under Armour laces up with USA Boxing
US sportswear manufacturer Under Armour has agreed to become the official performance partner of USA Boxing.
L.V. Harkness & Company wraps up Breeders’ Cup deal
US thoroughbred horseracing event the Breeders’ Cup has announced a commercial partnership with fine gifts, interior design and trophies manufacturer L.V. Harkness & Company.
Ecco: Add-on sales through golf sponsorship
Danish shoe manufacturer Ecco is looking to golf for additional retail opportunities, Jesper Thuen, global marketing manager at Ecco, told Sports Sponsorship Insider.
Coco Joy completes set of City Football Group partners
Coconut-based beverages producer Coco Joy, a brand owned by the FAL Food and Beverages Group, has entered into a global partnership with the City Football Group.
Camping World seals Independence Bowl title sponsorship
Camping accessories retailer Camping World has secured the title sponsorship rights for the Independence Bowl US college American football showpiece game.
Second-tier deals take Rio 2016 closer to $1bn
The domestic sales programme for the Rio 2016 Summer Olympic Games is once again gaining traction after signing four second-tier deals in the past three months.
Western & Southern continues backing of leading US tennis tournament
Cincinnati-based Western & Southern Financial Group has renewed its title sponsorship of the city’s ATP and WTA men’s and women’s tennis tournament.
New York Islanders sign up Draft Ops
Daily fantasy sports website Draft Ops has secured a commercial partnership with NHL ice hockey team New York Islanders and its Barclays Center home arena.
Gosling’s links up with America’s Cup
Gosling’s has been unveiled as the official rum and ginger beer of the 2017 America’s Cup sailing event.
DraftKings extends with NHL’s Kings, partners Staples Center
DraftKings has extended its sponsorship of North American ice hockey franchise Los Angeles Kings, while the fantasy sports games company has also secured a long-term partnership with the NHL team’s Staples Center home.
CBF pens 30-year sponsorship deal with Ultrafarma
The Brazilian Football Confederation (CBF) has agreed a 30-year sponsorship deal with Ultrafarma, an e-commerce company that works in the pharmaceutical sector.
Maytag cleans up with MLB tie-in
Major League Baseball has sealed a commercial partnership with home appliances manufacturer Maytag.
Uniqlo to support Special Olympics World Games
Japanese casualwear manufacturer Uniqlo has agreed a deal to become a sponsor of the 2015 Special Olympics World Games.
BMW teams up with America’s Cup
Automotive manufacturer BMW has been unveiled as a global partner of the America’s Cup sailing event.
William Hill adds to PGA Tour’s commercial bouquet
Golf’s PGA Tour has agreed a three-and-a-half year partnership with William Hill Estate Winery.
Gas South powers on with Atlanta Braves
Major League Baseball team Atlanta Braves has extended its partnership with local energy provider Gas South.
T-Mobile takes on MLB All-Star Game rights
Telecommunications company T-Mobile USA has expanded its partnership with Major League Baseball to become the first-ever presenting sponsor of the MLB All-Star Game.