Americas
USOC takes a walk down Sesame Street
The United States Olympic Committee has announced a partnership with Sesame Workshop – the non-profit educational organisation behind long-running children’s television programme Sesame Street.
Claro aces title sponsorship of Rio Open
South American telecommunications company Claro has reached a deal to become the title sponsor of the inaugural Rio Open tennis event.
Rogers expands Oilers partnership with naming rights to new arena
Canadian telecommunications company Rogers has reached a deal with Rexall Sports Corporation and Edmonton Oilers for the naming rights to the NHL ice hockey team’s new arena.
Philadelphia Eagles soar with Ricoh extension
NFL American football team Philadelphia Eagles has extended its partnership with the Americas subsidiary of Japanese imaging and electronics company Ricoh.
Michelob nets presence at ATP World Tour’s US events
Men’s tennis organisation the ATP World Tour has announced a change in its premier partner sponsorship strategy to feature beer brand Michelob Ultra at US tournaments.
Canadian Olympic Committee seals Sun Media deal
Canadian newspaper publisher Sun Media Corporation has announced a partnership with the Canadian Olympic Committee covering the Sochi 2014 and Rio 2016 Olympic Games.
CBF goes back to school with EF Englishtown
The Brazilian Football Confederation (CBF) has signed a new five-year sponsorship deal with online English school EF Englishtown.
NHL deal worth it for L’Oréal
Cosmetics and beauty brand L'Oréal Paris Men Expert has made its first move into sports sponsorship through a three-year deal with North American ice hockey league the NHL.
Nascar alters rules for naming rights contracts
North American stock-car racing series Nascar has set new guidelines to govern the appointment of naming rights sponsors for its races.
National Lacrosse League signs Under Armour deal
Sportswear company Under Armour has agreed a deal to become the exclusive supplier of performance apparel, footwear and equipment to the National Lacrosse League North American club competition through the 2016 season.
Karcher cleans up with Dakar Rally deal
Cleaning products and accessories company Karcher has renewed its partnership with the Dakar Rally for the 2014 edition of the motorsport event.
Labatt toasts Women’s World Cup partnership
Canadian brewery Labatt has reached an agreement to become a national supporter of the 2015 Fifa Women’s World Cup, which will be hosted by Canada.
Brand USA partners up with NFL
Brand USA, the public-private partnership responsible for promoting the United States as a travel destination, has announced an international marketing partnership with American football league the NFL.
Sony extends association with Hawaii’s PGA Tour event
Consumer electronics giant Sony has agreed a four year extension to its title sponsorship of Hawaii’s PGA Tour golf tournament.
Diageo nets multi-year NBA deal
Multinational drinks company Diageo has agreed a deal to become the exclusive spirits partner of North American basketball league the NBA.
Mercedes-Benz to drive Charlotte Bobcats re-brand
NBA basketball franchise the Charlotte Bobcats have announced German automotive giant Mercedes-Benz as the presenting partner of its Buzz City re-branding campaign.
Yokohama nets LA Clippers partnership
Tyre manufacturer Yokohama Tire Corporation has reached a two-year sponsorship deal with NBA basketball team Los Angeles Clippers.
Orlando City sets up for MLS announcement with sponsor extension
Orlando City Soccer Club has announced a multi-year extension of its partnership with main sponsor Orlando Health ahead of the expected confirmation later today of its arrival as Major League Soccer’s latest expansion franchise in North America.