Americas

Football
Sponsorship & Marketing

Nike has won the long-term contract to kit out the Uruguayan national football team, after a short-term deal covering this summer's men's Copa América.
Ice Hockey
Media

Smith Entertainment Group has unveiled a new direct-to-consumer streaming service that incorporates matches of its newest franchise, the NHL's Utah Hockey Club, with those of the NBA's Utah Jazz
Basketball
Sponsorship & Marketing

Online brokerage firm Robinhood has become the first brand to hold three NBA jersey patch agreements simultaneously after agreeing a multi-year contract with Miami Heat.
Football
Sponsorship & Marketing

Verizon is the third US-based brand in a month to sign up as a 2026 Fifa World Cup sponsor, after Bank of America and Frito-Lay.
American Football

Sony and pre-existing sponsor Verizon will share branding positions on the headsets worn by coaches and players on the sidelines in NFL games, after the two brands agreed on a multi-faceted sponsorship deal with the American football league. 
Basketball
Sponsorship & Marketing

Online brokerage firm Robinhood Markets has secured its second jersey patch agreement in the National Basketball Association (NBA) market via a deal with the Memphis Grizzlies
Multi-sport
Sponsorship & Marketing

Brazilian state-owned bank Caixa has signed a four-year deal with the Brazilian Olympic Committee (COB) worth R$160m ($29.3m/€26.2m), making it the biggest deal in the federation's history.
Baseball
Sponsorship & Marketing

German workwear brand Strauss has struck a wide-ranging sponsorship deal with Major League Baseball, with its logo to feature on batting helmets during postseason games and international series in Europe.
Ice Hockey
Sponsorship & Marketing

Technology company Lenovo has continued its recent sponsorship drive by taking on the naming rights to the home venue of the NHL’s Carolina Hurricanes.
Football

Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.
US College Sport
Sponsorship & Marketing

USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.
Lacrosse
Sponsorship & Marketing

Castore has landed its first centralised deal with a professional sports league in North America, striking a long-term agreement with the National Lacrosse League
Cricket

Caribbean Premier League franchise Barbados Royals secured two new additions and one renewal across its top three sponsorship positions ahead of the 2024 edition of the T20 tournament. 
Ice Hockey
Sponsorship & Marketing

Having moved away from sponsorships over the last 18 months, TikTok has signed a wide-ranging agreement with Monumental Sports & Entertainment (MSE) that includes sponsoring the Washington Capitals NHL team.
Esports
Sponsorship & Marketing

US motor-racing series Nascar has signed a commercial deal with esports tournament organiser Blast, a rare example of a traditional sports property sponsoring a gaming one
Basketball
Sponsorship & Marketing

WNBA expansion team Golden State Valkyries has named JP Morgan Chase as its first jersey patch sponsor, one of two on-kit branding assets ringfenced for sale by WNBA teams.
Motorsport

Formula 1 is understood to have held talks with brands including UBS and HSBC before landing on a deal with Spanish bank Santander.
Cricket
Governance

Cricket West Indies (CWI) has appointed experienced UK sports industry executive Rupert Hunter as its new chief commercial officer, SportBusiness can reveal.