Americas

The National Hockey League has announced a multi-year North American partnership with SAP, which will result in the German software company revamping its statistical offering for fans.

American Airlines has agreed a deal to become a corporate sponsor of the Los Angeles Clippers NBA basketball franchise.

To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.

Japanese printing and technology brand Epson, this month, signed a three-year Official Team Partner deal, from 2015 to 2017, with the Mercedes AMG Petronas Formula One Team.

Financial services company Charles Schwab signed this month as the Official Investment Firm of the PGA Tour and the Champions Tour for 20 years.

Online trading and investment bank, Saxo Bank, has extended its partnership with the Lotus Formula One team for another year, rising in value if it takes up additional on-car branding options at the Monaco Grand Prix.

Action camera maker GoPro last month signed a half-season official partner deal with the National Hockey League (NHL) as it looks to make major strides in sport.

Lexus, the luxury car manufacturing division of Japanese automotive giant Toyota, has agreed a multi-year sponsorship deal for the Tour of California cycling race.

Audio products manufacturer Jabra is looking to reach business and retail customers through its partnership with the International Triathlon Union’s (ITU) World Triathlon Series (WTS).

Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.

Canadian asset management company Sentry Investments has signed a three-year partnership with Maple Leaf Sports & Entertainment.

Midwest US orthopaedic rehabilitation service Athletico Physical Therapy has entered into a partnership with the St. Louis Cardinals North American Major League Baseball franchise.

Italian coffee brand Lavazza has entered a multi-year commercial partnership for the US Open grand slam tournament under a deal with the United States Tennis Association (USTA).

Security software company Trend Micro Incorporated has signed a sponsorship agreement for the 2015 Fifa Women’s World Cup in Canada.

Caribbean agro-industrial company Pan American Grain has entered into a partnership with the Orlando Magic North American NBA basketball franchise.

Spanish Liga football club Barcelona has reached a deal with Telefónica to make the telecommunications company a regional partner in Latin America for the next three seasons.