Americas

Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.

George Pyne, the former president of IMG Worldwide’s global sports and entertainment business, now head of global sports marketing firm Bruin Sports Capital, believes the new company’s capital base for acquisitions could exceed the $500m (€450m) reported in the media.

Campeonato Brasileiro Série A football team Palmeiras has agreed a two-year deal to make financial services group Crefisa its major sponsor.

Global power tools company Ingersoll Rand has expanded its long-term association with North American stock-car racing series Nascar by entering into a new multi-year partnership.

Kaiser Permanente has been signed up as the inaugural healthcare partner of the NBA North American basketball league.

Consumer tax services provider H&R Block has agreed a multi-year partnership with the NBA basketball league.

US car hire company National Car Rental has secured a five-year extension, from 2015 to 2019, to its commercial agreement with golf’s PGA of America.

Tequila brand Jose Cuervo has signed a partnership with the Force India Formula One team, effective from the 2015 season of the motor racing championship.

Financial services company Charles Schwab has renewed a long-running partnership with golf’s PGA Tour by striking a record 20-year deal.

State-controlled financial institution Banco do Brasil has resumed its partnership with the Brazilian Volleyball Confederation (CBV) five weeks after a government investigation into the national governing body’s mismanagement of sponsorship funds brought about a suspension of payments.

Campeonato Brasileiro Serie A football club Fluminense has secured a one-year sponsorship deal with food group Frescatto Company.

Major League Soccer team Chicago Fire has renewed its shirt sponsorship deal with locally based food conglomerate Quaker Oats, according to the Chicago Sun Times newspaper.

NBA basketball franchise the Los Angeles Clippers has announced a multi-year deal with luxury watch and jewellery retailer Westime, effective from the ongoing 2014-15 season.

The Memphis Open men’s tennis tournament has agreed a three-year deal to make locally based residential and commercial services company ServiceMaster its presenting partner.

Major League Soccer franchise the San Jose Earthquakes has signed a five-year founding partnership for its new stadium with the Bay Area BMW Centers automotive dealership chain.

Automotive brand Chevrolet’s principal sponsorship of Manchester United began on 7 July 2014 with the release of the 2014-15 home shirt bearing the Chevrolet logo. This case study focuses on the first six weeks of the new partnership, including the global release of Manchester United’s home, away and third kits, and Chevrolet’s activations on Manchester United’s 2014 US pre-season tour.