Americas
Bills extend tyre partnership
US tyre dealership Dunn Tire has extended its partnership with NFL American football franchise the Buffalo Bills.
Chevrolet drives off with Campeonato Brasileiro naming rights
US automotive brand Chevrolet has agreed a multi-year deal with the Brazilian Football Confederation (CBF) to become the title sponsor of Campeonato Brasileiro Serie A and Serie B, the top two divisions of the domestic game.
Yokohama Tire and Adidas reinstate Clippers deals
Tyre manufacturer Yokohama Tire Corporation and sportswear company Adidas have become the first companies to reinstate their sponsorship deals with NBA basketball team the Los Angeles Clippers after the franchise’s owner Donald Sterling was handed a lifetime ban for making racist comments.
Tim Hortons take gate sponsorship with extended Bills deal
Restaurant chain Tim Hortons has acquired branding rights to one of the gates at Ralph Wilson Stadium under a five-year extension to its partnership with NFL American football team Buffalo Bills.
MasterCard: Consumer-based marketing for business to business operations
Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.
Lucas Oil revs up for NHRA renewal
Oil products manufacturer Lucas Oil has signed a multi-year extension to remain a major sponsor of US drag racing governing body the National Hot Rod Association.
Traffic Sports seals long-term Concacaf renewal
The Confederation of North, Central America and Caribbean Association Football has renewed its commercial rights deal with the Traffic Sports agency through the 2021-22 season.
Sponsors desert NBA’s Clippers
Sponsors have started stepping away from NBA basketball team the Los Angeles Clippers after racist comments attributed to the franchise’s owner, Donald Sterling, were reported.
Flamengo scores Herbalife deal
Nutrition company Herbalife has entered into a one-year commercial partnership with Campeonato Brasileiro Série A football team Flamengo.
MillerCoors toasts Sporting KC deal
US Major League Soccer team Sporting Kansas City has announced a deal with brewery MillerCoors to make its Coors Light brand its official domestic beer partner.
Nascar furthers green efforts with Safety-Kleen extension
North American stock-car racing series Nascar has agreed a multi-year extension to its partnership with used oil recycling and re-refining company Safety-Kleen.
Castrol continues to ensure smooth running of NFL
Motor oil and lubricants company Castrol has extended its sponsorship agreement with the NFL American football league through March 2017.
Pacifico toasts ASP partnership
The Association of Surfing Professionals (ASP) has announced Mexican brand Pacifico as the official beer sponsor for its elite tour events in the US.
Unibet fights for greater market share with UFC
Online betting company Unibet will be the Official Betting Partner of the Ultimate Fighting Championship mixed martial arts organisation under a two-year deal, from March 2014 to March 2016.
Iveco signs renewal, reduces MotoGP presence
‘Trio to Rio’ may lead to joint sales for US Olympic sports
The ‘Trio to Rio’ concept created by national governing bodies USA Swimming, USA Track & Field and USA Gymnastics could lead to a collaborative sponsorship programme between the organisations if it proves successful.
Chick-fil-A expands title sponsorship of Peach Bowl
US fast food restaurant chain Chick-fil-A has extended and expanded its title sponsorship of the Peach Bowl post-season college American football game.
Reports from sponsorship industry event the ESA Summit 2014
Global banking brand Barclays has refocused the strategy for its title sponsorship of the English Premier League this season on brand engagement rather than media delivery, according to David Wheldon, Barclays head of brand, reputation and citizenship.