Americas

Baseball
Sponsorship & Marketing

Major League Baseball has renewed its sponsorship deal with restaurant and ice cream shop chain Dairy Queen in a deal that makes MLB stars Ozzie Albies, Kris Bryant, Byron Buxton, and Freddie Freeman part…
Baseball
Sponsorship & Marketing

Major League Baseball's Chicago Cubs have announced a first-ever official cannabidiol (CBD) partner for an MLB club, partnering with Chicago-based wellness and recovery company Mynd Drinks
Motorsport
Sponsorship & Marketing

Energy drink Celsius, the beverage arm of global packaged foods company Celsius Holdings, has agreed a sponsorship deal with Scuderia Ferrari to become the exclusive energy sponsor for all 2023 US Formula…
Motorsport
Industry Moves

Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
Motorsport
Sponsorship & Marketing

RTIC Outdoors has become the official cooler and the official drinkware of NASCAR in a 'multi-year' agreement
Basketball
Sponsorship & Marketing

The Oklahoma City Thunder of the National Basketball Association has announced a multi-year extension of its deal with Love's Travel Stops that will keep the brand's logo on the Thunder's jersey
Football
Sponsorship & Marketing

American Family Insurance has announced multi-year deals with the Colorado Rapids, Seattle Sounders and St. Louis City SC of Major League Soccer, adding to the company's current deal with Atlanta United
Basketball
Sponsorship & Marketing

The Hershey Company has extended its sponsorship deal with the National Collegiate Athletic Association (NCAA) for another six years, retaining its role as the organization's official confectionary partner
Basketball
Sponsorship & Marketing

The National Basketball Association's Miami Heat has announced that IT management solutions company Kaseya will be the team's new naming-rights partner for its arena in a $117m (€110.4
Football
Sponsorship & Marketing

The Argentinian Football Association (AFA) has announced betting company Dafabet as its new regional sponsor in Asia through until 2024
Golf
Sponsorship & Marketing

The US Women’s Open’s landmark presenting sponsorship deal with ProMedica has been ended after just one year amid the US healthcare organisation’s financial difficulties. T
Baseball
Sponsorship & Marketing

Global tire company Hankook Tire has announced that it has extended its deal with Major League Baseball as its official tire in the United States and South Korea in a 'multi-year' agreement
Basketball
Fan Engagement

Consumer electronics and home appliance company Hisense is collaborating with the National Basketball Association as the exclusive partner of weekly content series 'X-Factor Moments', which will feature…
Baseball
Sponsorship & Marketing

The New York Yankees of Major League Baseball have announced a multi-year agreement with insurance company New York Life in a deal that includes stadium signage and brand presence throughout Yankee Stadium,…
Baseball
Fan Engagement

Major League Baseball, the MLB Players Association, and Fanatics Collectibles have created patches for every MLB debutant beginning with Opening Day that will be authenticated and feature on their rookie…
Skiing
Sponsorship & Marketing

United Airlines has been named the official airline partner of US Ski & Snowboard, the national governing body for skiing and snowboarding, in a deal through 2027
Football
Sponsorship & Marketing

US sportswear and equipment manufacturer Nike has furthered its commitment to women’s football by agreeing a sponsorship deal with Liga MX Femenil, the top division in Mexico.
Multiple Sports
Industry Moves

Global sports marketing agency Right Formula has opened its first office in the US in New York City and hired Ashlee Huffman to lead it