Americas
National Car Rental enters MLB market with hometown Cardinals
US Major League Baseball franchise the St. Louis Cardinals has secured commercial partnerships with Missouri-based car hire company National Car Rental and sports goods retailer Academy Sports + Outdoors.
Anaheim Ducks score extension with ActivePDF
ActivePDF, a provider of server-based PDF automation tools, has opted to extend its sponsorship of NHL ice hockey franchise the Anaheim Ducks.
Abbott adds Boston race to World Marathon Majors deal
US healthcare and pharmaceutical brand Abbott has built on its title sponsorship of the World Marathon Majors by striking a deal to become an official sponsor of the Boston Marathon.
PepsiCo completes major league set with NBA deal
Soft drinks and snack food giant PepsiCo has signed a multi-year marketing partnership with the NBA, replacing rival brand Coca-Cola on the commercial roster of the North American basketball league.
MLS swaps PepsiCo for Coca-Cola in new deal
Major League Soccer has signed its latest major sponsorship deal, with Coca-Cola replacing long-serving PepsiCo as the non-alcoholic beverage partner of the North American league and the U.S. Soccer organisation.
Hisense: Eyes on the US as portfolio expands
Chinese consumer electronics brand Hisense is focusing on the US, Western Europe and Australia as it looks to use sponsorship to increase awareness outside its home market of China.
Shell: Product showcasing drives strategy
Multinational oil and gas company Shell is using motorsport as a platform to showcase its products.
Toyo Tires on board with Boston Red Sox
Japanese tyre manufacturer Toyo Tires has entered into a partnership with Major League Baseball franchise the Boston Red Sox.
Audi pitches in with long-term Yankees renewal
German automotive giant Audi has secured a long-term partnership renewal with Major League Baseball team New York Yankees.
Videotron takes naming rights for new Quebec City arena
Canadian communications group Quebecor has secured the naming rights to the new Quebec City Arena for its Videotron cable and wireless business.
Southwest Airlines adds Dodgers to MLB portfolio
US-based Southwest Airlines has moved to expand its presence in Major League Baseball by entering into a partnership with the Los Angeles Dodgers.
Under Armour teams up with University of Cincinnati
US sportswear manufacturer Under Armour has signed a multi-year partnership with the University of Cincinnati’s athletics programme.
Vasco da Gama refreshes sponsor roster with Guaraviton deal
Brazilian company Viton 44 has struck a deal for its Guaraviton drinks brand to become a partner of recently promoted Campeonato Brasileiro Série A top-tier football club Vasco da Gama.
Costa Rica becomes New Balance Football’s latest signing
New Balance has continued its expansion in football through a kit deal for the Costa Rica national team.
MLB renews with DraftKings and apparel partners
Online fantasy sports company DraftKings has agreed a multi-year extension to its partnership with Major League Baseball, which has also renewed terms with four of its leading on-field apparel providers.
Nexen Tire extends with four MLB franchises
South Korean tire manufacturer Nexen Tire has opted to extend its partnership with North American Major League Baseball franchises the LA Dodgers, Texas Rangers, Detroit Tigers and the LA Angels.
Falken Tire branches out with Detroit Tigers
MLB baseball franchise the Detroit Tigers has agreed a multiyear sponsorship deal with US tyre manufacturer Falken Tire.
New Balance Football makes ambitious Panama first national team partner
The Panama Football Federation (FEPAFUT) has signed its second major commercial deal in the space of a week after becoming US sportswear company New Balance’s first national team partner.