Americas

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.

The FIA-sanctioned Formula E motor racing championship has missed its sponsorship revenue target for the inaugural race series, despite the addition of three sponsors this month, including a top-tier Official Cup Sponsor.

US-based online brokerage TD Ameritrade has become an Official Sponsor of the National Football League (NFL) in the category of personal investing, online brokerage and wealth management.

Brazilian bank Itaú Unibanco has become the Presenting Sponsor of the Miami Open, a mandatory event on both the ATP and WTA tennis tours, formerly title sponsored by consumer electronics company Sony.

Samsung has wrapped up the computer and telecommunications categories under the terms of its extended Worldwide Partner deal for the Olympic Games, from 2017 to 2020.

Diageo-owned whisky brand Johnnie Walker extended its presence in Formula One by signing a four-year deal, which began this month, to become the Official Whisky of Formula One.

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.

The United States Olympic Committee has announced an extension to its partnership with yoghurt brand Chobani.

NFL American football team Buffalo Bills has signed commercial partnerships with electronics company Toshiba America Business Solutions and drinks manufacturer 100% Natural Beverages.