Americas

Japanese airline All Nippon Airways has secured a long-term deal with the Ladies Professional Golf Association and the IMG agency to serve as the title sponsor of the first women’s golf major tournament of the calendar year from 2015.

NBA basketball team Brooklyn Nets has signed sponsorship deals with sportswear company Anta and digital products distributor Lava Tech to enhance its presence in the Chinese market.

Global fitness company Life Fitness has enhanced its relationship with the Ladies Professional Golf Association to become an official marketing partner of the organisation.

Fantasy sports game operator FanDuel has signed a marketing agreement with NFL American football franchise the Washington Redskins.

North American ice hockey league the NHL has expanded its partnership with Japanese automotive firm Honda to take in the Canadian market.

Driving customer engagement and generating sales is key to Spanish bank BBVA’s sponsorship strategy.

Major League Soccer newcomer New York City FC has agreed a five-year deal to make Abu Dhabi-based airline Etihad Airways its principal partner.

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.

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.

Military-inspired lifestyle brand BENRUS has entered into a multi-year partnership with NFL American football franchise the Buffalo Bills.

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.

The North American NHL ice hockey league has agreed a partnership with fantasy sports brand DraftKings.

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.

Tyre manufacturer Goodyear has reached an agreement to serve as the new title sponsor of the Cotton Bowl college American football game.

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.

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.