Americas

Medical electronics company Toshiba Medical Systems is looking to move away from branded sponsorships towards commercial partnerships, whereby its products are sold to sports teams.

Campeonato Brasileiro Serie A football team Santos has shifted to a match-by-match sponsorship model that will see a different sponsor appear on players’ jerseys during each game.

Global online retailer Eluxe has entered into a partnership with the Canadian Football League ahead of the American football competition’s Grey Cup showpiece game.

Spanish Liga football club Barcelona has agreed a three-year sponsorship deal in the Latin American market with men’s personal care brand Gillette.

California-based business banking group Pacific Premier Bank has agreed a sponsorship deal for NHL ice hockey team Anaheim Ducks and its Honda Center home.

This month, Sports Sponsorship Insider completed a survey of the portfolios for the Wimbledon tennis championships and the Australian, French and US Opens, following the conclusion of the 2014 Grand Slam tennis season.

Brazilian credit card company Elo has agreed a three-year sponsorship deal for the Copa do Brasil club football competition.

The Canadian subsidiary of automotive giant Ford has agreed a renewed five-year sponsorship deal with Maple Leaf Sports and Entertainment - the operating body of the Toronto Maple Leafs ice hockey team - ahead of the 2014-15 NHL season.

US automotive brand Cadillac, a division of General Motors, has expanded its sponsorship of the World Golf Championships to become title sponsor of the 2015 World Golf Championships - Match Play through a deal announced by the PGA Tour.

Kraft has become an official sponsor of the NHL ice hockey league in North America under an enhanced agreement that takes the food company’s Hockeyville initiative into the US market.

Global recruitment specialist Hays is using partnerships within the City Football Group (CFG) portfolio to increase brand awareness and engagement, Sholto Douglas-Home, chief marketing officer told Sports Sponsorship Insider.

US telecommunications company CenturyLink has strengthened its ties with the Minnesota Twins by becoming the naming partner of the Major League Baseball team’s training facility.

The International Association of Athletics Federations (IAAF) has negotiated an increase on its current minimum guarantee from Japanese media agency Dentsu for the global marketing and licensing rights, and media rights outside Europe and Africa, to the World Athletics Series, from 2020.

The 2014 National Football League (NFL) International Series will create significantly more media value for its sponsors than the previous series due to a number of factors.

German carmaker BMW will measure results from its supplier deal with Formula E before deciding whether to further its involvement in the competition.