Americas
Patriots create first with DraftKings partnership
US fantasy sports brand DraftKings has entered into a partnership with NFL American football team the New England Patriots.
Las Vegas tourist body secures Breeders’ Cup partnership
Nevada tourism body the Las Vegas Convention and Visitors Authority (LVCVA) has struck a partnership deal with the 2014 edition of the Breeders’ Cup US horseracing showpiece, which will take place in the neighbouring US state of California.
Cavaliers slam-dunk new coffee partnership
NBA basketball franchise the Cleveland Cavaliers has entered into a partnership with US quick-service restaurant group Dunkin’ Donuts.
Heineken replaces Budweiser as MLS beer partner
Dutch brewing company Heineken has agreed a long-term partnership with Major League Soccer (MLS) to become the North American football league’s official beer.
Alaska Airlines wings in for Portland Timbers extension
Major League Soccer team Portland Timbers has agreed a multi-year renewal to its shirt sponsorship agreement with Alaska Airlines.
MLB’s Cubs given clean bill of health by ATI
US orthopaedic rehabilitation provider ATI Physical Therapy has entered into a partnership with MLB baseball franchise the Chicago Cubs.
LPGA goes virtual with new partner
The Ladies Professional Golf Association has entered into a new partnership with Korean golf equipment manufacturer and retailer Golfzon.
Cisco extends NBA partnership
IT company Cisco has extended a partnership with North America’s NBA basketball league.
Comerica extends Stars relationship
Financial services company Comerica has extended a commercial partnership with the Dallas Stars NHL ice hockey franchise.
New York Half Marathon takes off with United support
US-based airline United has expanded its support of the New York Marathon by agreeing to become title sponsor of its half marathon event.
Sporting Kansas City seals shirt sponsor extension
Major League Soccer champion Sporting Kansas City has extended its shirt sponsorship deal with investment management company Ivy Funds through to the end of the 2022 season.
Toshiba Medical Systems: moving from branding to knowledge development
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.
Santos shifts to match-by-match shirt sponsorship
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.
Eluxe touches down with Grey Cup deal
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.
Barcelona cleans up with Gillette deal
Spanish Liga football club Barcelona has agreed a three-year sponsorship deal in the Latin American market with men’s personal care brand Gillette.
Pacific Premier Bank invests in Anaheim Ducks
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.
US Open is top Grand Slam for sponsorship revenue
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.
Elo links up with Copa do Brasil
Brazilian credit card company Elo has agreed a three-year sponsorship deal for the Copa do Brasil club football competition.