Americas
Sacramento Kings crown USSA as new partner
North American NBA basketball franchise the Sacramento Kings has signed an agreement with the US Ski and Snowboard Association (USSA), the national governing body for Olympic skiing and snowboarding.
Yankees close deal with Insurent
Institutional residential leases guarantor the Insurent Lease Guaranty Program has reached a sponsorship agreement with MLB baseball team New York Yankees for the 2014 regular season.
SAP and the Extreme Sailing Series
Stefan Lacher, head of technology, sponsorships for technology company SAP, speaks to Sports Sponsorship Insider about the brand's work in the Extreme Sailing Series.
Arctic Ease to go the distance with Ironman triathlon
Cold and compression therapy specialist Arctic Ease has announced a three-year partnership with the Ironman triathlon series.
Northwestern Mutual lands Rose Bowl rights
Financial services company Northwestern Mutual is to become the presenting sponsor of the Rose Bowl post-season American football match.
Toyota becomes latest 49ers partner at Levi’s Stadium
The Northern California Toyota Dealers Association has agreed a multi-year, multi-million dollar deal with San Francisco 49ers to become the exclusive auto partner of the American football team and its new Levi’s Stadium from the 2014 NFL season.
Samsung slam-dunks NBA Summer League title sponsorship
Korean electronics manufacturer Samsung has agreed to become the title sponsor of this year’s NBA Summer League basketball tournament.
Chevrolet revs up NHRA partnership
US automotive brand Chevrolet has agreed a multi-year deal to become the official truck of the National Hot Rod Association (NHRA) motorsport series.
Southeastern Conference bags Belk deal
US department store Belk has announced a six-year sponsorship deal with college sports organisation the Southeastern Conference.
Sponsors sign up for inaugural IAAF World Relays
Legal firm Graham Thompson Attorneys and food and beverage multinational Nestle have agreed to become sponsors of the International Association of Athletics Federations’ (IAAF) inaugural World Relays event, which takes place in the Bahamas later this month.
T-Mobile enhances MLB partnership
Telecommunications company T-Mobile has expanded its partnership with Major League Baseball by becoming title sponsor of a new fan-chosen MLB award.
Subaru backs Canada’s Ironman World Championship
Japanese car manufacturer Subaru is to become title sponsor of the World Triathlon Corporation’s 2014 Ironman 70.3 World Championship in Quebec, Canada.
MLB’s Nationals engage with Kaiser Permanente
MLB baseball franchise Washington Nationals has signed up healthcare provider Kaiser Permanente of the Mid-Atlantic States as a new sponsor for the 2014 season.
Buffalo Bills score renewal with pizza partner
NFL American football franchise the Buffalo Bills has extended its multi-year partnership with local pizza company La Nova Pizzeria.
Camping World makes strong pitch with Nascar extension
North American stock-car racing series Nascar has announced a seven-year deal to retain camping and recreational vehicle supplies company Camping World as the naming sponsor of its Truck Series through 2022.
Manulife Financial extends title sponsorship of Canadian LPGA event
Financial services company Manulife Financial has extended its title sponsorship of the Manulife Financial LPGA Classic Canadian women’s golf tournament until 2016.
Sunoco to fuel NHRA
US fuel company Sunoco has reached a 10-year deal to become an official sponsor of the National Hot Rod Association motorsport series from 2015.
Ciao Telecom connects with Colorado Rapids in sponsorship first
Dallas-headquartered telecommunications company Ciao Telecom has agreed a deal through 2018 with Colorado Rapids to become the Major League Soccer team’s first front-of-jersey sponsor.