Americas
Maxxis steers into NBA with Lakers deal
Tyre brand Maxxis has announced a sponsorship agreement with NBA basketball team the Los Angeles Lakers for the 2014-15 season.
Indianapolis Colts resumes fantasy game initiative
Appliance, electronics and furniture retailer hhgregg has renewed its partnership with NFL American football team Indianapolis Colts for the Endless Blitz free game app.
Europcar: Multinational properties for multinational marketing
The chance to create multinational marketing campaigns using teams with multinational players is central to car rental company Europcar’s sponsorship decision-making.
TAG Heuer to go the distance with New York Marathon
Swiss luxury watch brand TAG Heuer has agreed a deal to become the official timekeeper and timepiece of the New York Marathon.
Bakery feeds Philadelphia with long-term renewal
Major League Soccer team Philadelphia Union has signed an extension to its shirt sponsorship deal with Bimbo Bakeries.
Cannondale links up with UCI ProTour’s Slipstream Sports
US bicycle manufacturer Cannondale has agreed a partnership with Slipstream Sports to replace GPS technology firm Garmin as the title sponsor of its UCI ProTour cycling team from 2015.
Itau serves up Miami Open sponsorship
Brazilian privately-owned bank Itau has agreed a five-year deal to become the presenting sponsor of the Miami Open tennis tournament.
NBA’s Magic fulfils fantasy with FanDuel deal
NBA basketball franchise Orlando Magic has entered into a sponsorship deal with one-day fantasy sports company FanDuel.
Lotte sinks three-year LPGA tournament extension
Japanese and Korean food and shopping corporation Lotte has signed a three-year extension to its title sponsorship of the LPGA golf tournament the Lotte Championship.
Jaguars feed on Firehouse Subs deal
NFL American football team Jacksonville Jaguars have entered into a partnership with US restaurant chain Firehouse Subs.
Corinthians track down CarSystem sponsorship
Campeonato Brasileiro Serie A football club Corinthians has signed a shirt sponsorship deal with vehicle tracking technology firm CarSystem.
Chevrolet gears up Brazil national team sponsorship
US car maker Chevrolet has signed up as a sponsor of the Brazil national football team.
Mars continues to satisfy Nascar’s sweet tooth
Food manufacturer Mars has announced a multi-year extension to its sponsorship of Nascar and the Joe Gibbs Racing team in the North American stock-car racing series.
Bills secure extension with banking partner
NFL American football franchise the Buffalo Bills has agreed a five-year extension to its sponsorship agreement with US commercial bank MT&T Bank.
NHL’s Coyotes seal new arena naming rights partner
The National Hockey League’s Arizona Coyotes has sealed a nine-year deal for Gila River Casinos to become the new naming rights partner of the ice hockey franchise’s home arena.
IMSA extends with Continental
US sanctioning body the International Motor Sports Association has agreed a multi-year extension to its partnership with tyre manufacturer Continental.
Bridgestone builds portfolio with America’s Golf Cup deal
Tyre manufacturer Bridgestone has reached an agreement with golf’s PGA Tour to become the title sponsor of its inaugural America’s Golf Cup.
IMG College to drive sponsorships for Harvard Athletics
The IMG College agency has signed a multi-year deal with Harvard University to boost the sponsorship programme of its athletics department.