Americas
Uefa’s Expedia association continues with regional sponsorship and supplier deals
Uefa has extended the long-running association between its flagship competition, the Champions League, and online travel company Expedia Group
Starry named official soft drink of NBA, WNBA
PepsiCo's new lemon lime flavored soda, Starry, has been named the official soft drink of the National Basketball Association, Women's National Basketball Association and NBA G League in North America
Apple’s premium MLS ads ‘to cost $4m per season’, no viewership guarantees given
Technology giant Apple is moving away from convention in the selling of commercials around its Major League Soccer coverage and is asking sponsors to buy season-long package spots rather than individual…
NFL to launch apparel line with Drake’s OVO
The National Football League and Canadian rapper Drake's apparel brand October's Very Own (OVO) have announced a collaboration that will feature NFL-licensed apparel of select teams
Philadelphia Union, Bimbo renew long-standing jersey partnership
Major League Soccer's Philadelphia Union and baking company Bimbo Bakeries USA have announced a "multi-year, multi-million dollar" renewal of their jersey sponsorship deal which dates back to 2011
LA Angels star Ohtani signs endorsement with New Balance
Two-time American League All-Star and 2021 AL Most Valuable Player Shohei Ohtani has signed with Boston-based sports apparel company New Balance
Logan Paul, KSI’s Prime named global sports drink of UFC
The Ultimate Fighting Championship (UFC) has entered into a multi-year, global partnership with sports drink Prime, which is co-founded by social media personalities turned fighters Logan Paul and KSI
MLB’s Giants, Fanatics extend retail deal by 10 years
Major League Baseball's San Francisco Giants and sports merchandise and digital platform Fanatics have announced a 10-year extension of their retail partnership, which will grant Fanatics more physical…
Capitals land Hyundai Motor America sponsorship
The National Hockey League's Washington Capitals have named Hyundai Motor America as the team's official automotive partner
NWSL names Adobe its official creativity partner
The National Women’s Soccer League has named American multinational computer software company Adobe its official creativity partner in a multi-year deal.
Betting sector’s Brazilian football push continues with Betfair-Cruzeiro sponsorship
Online betting company Betfair has agreed a two-year deal to become the new main sponsor of Cruzeiro, as the Belo Horizonte club prepares to return to Campeonato Brasileiro Série A, the top tier of Brazilian …
Borussia Dortmund names Afizzionados its inaugural partner in Mexico
Bundesliga club Borussia Dortmund has named specialized sports channel Afizzionados as its inaugural regional partner in Mexico, becoming the latest European soccer club to align with the network
Louisville, L&N ink $41m stadium naming-rights deal
The University of Louisville and locally-based L&N Federal Credit Union have signed a 20-year, $41m (€37.8
Merz Aesthetics becomes North Carolina Courage jersey sponsor in expanded deal
The National Women's Soccer League's North Carolina Courage has expanded its partnership with medical aesthetics company Merz Aesthetics, who has been named as the club's main jersey sponsor
Clock is ticking for UK clubs who need ‘perfect storm’ to land stadium naming-rights deals
The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
MGM Resorts, NFLPA strike hospitality partnership
Leading gaming operator MGM Resorts International has become a hospitality and strategic partner of the National Football League Players Association as part of a multiyear agreement, with the two sides…
NASCAR launches beach and surf apparel with Hurley
NASCAR has partnered with action-sports brand Hurley in a clothing collaboration for men's and women's beach and surf apparel
Mastercard adds women’s event to extended Copa Libertadores deal
Global payments company Mastercard has extended its sponsorship deal for the Copa Libertadores, while adding backing of the women’s edition of the South American club football tournament.