Americas
Heineken nets seven team partners in MLS drive
Dutch brewing company Heineken has expanded its involvement in Major League Soccer by announcing individual team partnerships with seven franchises from the North American football competition.
High-flying Cardinals extend with major partner
NFL American football team Arizona Cardinals has signed an expanded nine-year renewal to its commercial partnership with gambling and entertainment destination brand Gila River Casinos.
Buffalo Bills bring BENRUS on board
Military-inspired lifestyle brand BENRUS has entered into a multi-year partnership with NFL American football franchise the Buffalo Bills.
Lacoste gains retail presence under Miami Open deal
French sportswear and fashion brand Lacoste has agreed a five-year deal to become an official partner of the Miami Open tennis tournament from 2015 to 2019.
NHL makes DraftKings pick
The North American NHL ice hockey league has agreed a partnership with fantasy sports brand DraftKings.
Ticket giveaway underpins Taco Bell’s fresh College Football Playoff deal
US fast-food chain Taco Bell has extended its association with college American football under a multi-year agreement with College Football Playoff organisers and sports broadcaster ESPN.
Goodyear gets a grip on Cotton Bowl sponsorship
Tyre manufacturer Goodyear has reached an agreement to serve as the new title sponsor of the Cotton Bowl college American football game.
MasterCard extends Copa America ties
Payment services company MasterCard will sponsor the 2015 Copa America after reaching an agreement with Wematch, the commercial rights holder for the Latin American national team football tournament.
Audi secures three-year Indian Wells run
Automotive manufacturer Audi has agreed a three-year deal to become a premier sponsor of the Association of Tennis Professionals and Women’s Tennis Association BNP Paribas Open tournament.
Tag Heuer stays on track with Race of Champions
Swiss luxury watch brand Tag Heuer has renewed its partnership with the Race of Champions for the motor racing event’s 2014 edition, extending its association to a 10th year.
Banco do Brasil invests in Sauber after Nasr signing
The Sauber Formula One motor racing team has signed a partnership with financial institution Banco do Brasil for 2015 following confirmation that Brazilian rookie Felipe Nasr will be part of its driver line-up next season.
San Jose Earthquakes strike Stanford Health Care partnership
US-based Stanford Health Care has extended and expanded its partnership with Major League Soccer’s San Jose Earthquakes.
JetBlue signs up with Barclays Center franchises
New York-based airline JetBlue Airways has signed a multi-faceted partnership with NBA basketball team Brooklyn Nets, NHL ice hockey franchise New York Islanders and the Barclays Center arena.
Florida Hospital joins Daytona Rising project
Healthcare institution Florida Hospital has signed a multi-year deal to become the second founding partner of US motor-racing venue Daytona International Speedway.
Huawei connects to Brazilian market with Santos deal
Chinese telecommunications company Huawei has further expanded its football portfolio after entering into a shirt sponsorship deal with Campeonato Brasileiro Serie A team Santos.
Vizio sounds out Fiesta Bowl title sponsorship
US smart TV and sound bar company Vizio has struck a deal to become the title sponsor of the 2014 Fiesta Bowl collegiate American football game.
Kia extends NBA partnership
The National Basketball Association (NBA) has unveiled a multi-year extension of a partnership with automotive manufacturer Kia Motors America.
Trail Blazers expand Kuni Lexus partnership
The NBA’s Portland Trail Blazers franchise has agreed a new multi-year deal with carmaker Kuni Lexus.