Americas
NASCAR, Goodyear extend long-running partnership
NASCAR has extended its long-running partnership with the Goodyear Tire & Rubber Company in multiyear deal, continuing the American multinational tire manufacturing company's position as the exclusive …
Red Sox strike landmark jersey patch deal with MassMutual
Iconic MLB franchise aligns with Massachusetts-based insurance company
UKG focuses on pay parity and viewership in NWSL Challenge Cup deal
UKG aims to raise both prize money and viewership as title sponsor of the NWSL Challenge Cup
UKG’s presence will help promote the event and its broadcast scheduling
Brax Sports Assets to sell sponsor packages for Copa do Brasil
The Brazilian Football Confederation (CBF) has appointed the Brax Sports Assets agency to broker sponsorship deals for the Copa do Brasil knockout club competition
Uplift in 2026 World Cup sponsorship values likely to fall short of Infantino’s demands
Fifa will almost certainly secure a big uplift in sponsorship income for the 2023-2026 cycle, culminating in the 2026 World Cup in the US, Mexico and Canada. However, it will struggle to achieve the kind of increase which Fifa president Gianni Infantino has mandated from his commercial team.
CBF insists Bitci sponsorship deal has been terminated
The Brazilian Football Confederation (CBF) has confirmed that is has ended its sponsorship with Turkish blockchain company Bitci
Bitci refutes claims over CBF contract termination
Turkish blockchain company Bitci has responded to claims that its sponsorship contract with the Brazil Football Confederation (CBF) has been terminated
Jersey Pay – Corona and multiple Mexican football clubs
In Spring 2022, during the top Mexican football division (Liga BBVA MX) season, Corona (which holds multiple Mexican football team sponsorships) increased in-stadium beer sales by turning team jerseys…
Intuit, NFL renew partnership through 2026
The National Football League and global financial technology company Intuit have expanded their partnership in a four-year contract renewal that runs through 2026
Brazilian Football Confederation ‘ends’ Bitci deal
The Brazilian Football Confederation (CBF) has terminated its sponsorship deal with Turkish blockchain company Bitci
Canada Soccer and Samsung to host World Cup watch parties
Canada Soccer announced a new partnership with Samsung Canada that will bring the two companies together to host watch parties as Canada's men's national team plays in its first Fifa World Cup since 1986
Qatar Airways to sponsor Fox Sports’ US World Cup coverage
Qatar Airways, the state-backed airline, will sponsor Fox Sports' coverage of the 2022 Fifa World Cup in the United States, it has emerged
MSE halts FTX promotion, MLB also moving away from deal
Monumental Sports & Entertainment, parent organization of several North American pro teams, is stopping promotion of its FTX partnership after the cryptocurrency exchange filed for bankruptcy
PGA Tour’s Honda Classic forced to seek new title sponsor
American Honda, the North American subsidiary of Japanese automotive company Honda, has announced it is ending its long-running title sponsorship of the PGA Tour's Honda Classic at PGA National Resort …
PFL partners with Concerto to offer official credit card
The Professional Fighters League has partnered with fintech startup Concerto to offer the mixed martial arts promotion's official Mastercard credit card
TSM suspends partnership with FTX
United States-based global gaming and entertainment company TSM is suspending its 10-year naming rights deal with FTX after the cryptocurrency exchange filed for bankruptcy
MLS clubs to have Apple TV sleeve patches as part of rights deal
Tech giant Apple has gained the rights to place the Apple TV logo on the sleeves of all 29 Major League Soccer teams as part of the landmark, 10-year global rights deal between the two parties.
PGA Tour extends United Airlines deal through 2025
The PGA Tour and American global airline United Airlines have secured a multiyear extension of their marketing partnership through 2025