Americas
MLB drives forward with ride-sharing partnership
Major League Baseball has entered into a partnership with US transportation network company Lyft that will allow supporters to share car journeys with other fans to and from games.
USOC scoops Chobani extension
The United States Olympic Committee has announced an extension to its partnership with yoghurt brand Chobani.
Johnnie Walker crosses the line with F1
Buffalo Bills secure sponsorship double
NFL American football team Buffalo Bills has signed commercial partnerships with electronics company Toshiba America Business Solutions and drinks manufacturer 100% Natural Beverages.
Capital One banks Orange Bowl title sponsorship
Credit cards, loans and savings specialist Capital One has struck a multi-year deal to become the new title sponsor of the Orange Bowl US college American football game.
New Chicago Bears partnership to target fans
US appliance, electronics and furniture retailer hhgregg has agreed a new partnership with NFL American football franchise the Chicago Bears.
Dow strengthens Olympics link with Rio carbon deal
The Dow Chemical Company has strengthened its involvement in the Olympics by becoming the ‘official carbon partner’ of the Rio 2016 summer Games in Brazil.
Hublot: Strategy driven by football and F1
Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.
Trail Blazers and Daimler team up in environmental partnership
NBA basketball franchise Portland Trail Blazers has entered into a partnership with the Daimler Trucks North America division of automotive giant Daimler.
Harman strikes broad partnership with NBA
Audio equipment provider Harman International has signed a marketing and merchandising partnership with the NBA North American basketball league.
Tampa Bay Lightning extends local hospital partnership
NHL ice hockey team Tampa Bay Lightning has extended its sponsorship deal with local medical institute Florida Hospital.
SunTrust signs up as new Braves ballpark naming sponsor
Atlanta-based financial services company SunTrust Banks has been unveiled as the naming rights sponsor of the new home of the Atlanta Braves after the Major League Baseball club broke ground on the ballpark yesterday (Tuesday).
Yum Brands stays on board for Kentucky Derby
Restaurant management company Yum Brands has reached an agreement with the operating group of Churchill Downs racecourse to retain its presenting sponsorship of the iconic Kentucky Derby horse race through 2020.
Radisson suspends Vikings sponsorship
International hotel company Radisson has become the first sponsor to suspend its involvement with NFL American football franchise the Minnesota Vikings due to the controversy surrounding Vikings running back Adrian Peterson.
Penn Mutual commits to US collegiate rugby
Mutual life insurance company Penn Mutual has agreed a deal to become the title sponsor of the Collegiate Rugby Championship, the largest rugby sevens collegiate competition in the US.
Umbro: Reclaiming territory in football
Sporting goods manufacturer Umbro is hoping to support a global brand revival by driving revenue through a number of football kit deals.
Minnesota Wild drinks to Jack Daniel’s deal
NHL ice hockey team Minnesota Wild has reached a multi-year sponsorship agreement with Tennessee bourbon manufacturer Jack Daniel’s.
Memphis Grizzlies lay up partnership with health insurer
NBA basketball team Memphis Grizzlies has agreed a partnership to make BlueCross BlueShield Tennessee its official health insurance partner for the 2014-15 season.