Americas
NHL Panthers sign up AutoNation as road jersey sponsor
The National Hockey League's Florida Panthers have named Fort Lauderdale, Florida-based automotive retailer AutoNation as the team's inaugural road jersey patch sponsor in a multiyear deal
MLB signs CBD agreement with Charlotte’s Web in industry first
Deal marks new territory among major North American stick-and-ball properties
Purex named NHL’s official laundry detergent
The National Hockey League has secured a multiyear Canadian partnership with Henkel Canada in which the multinational chemical and consumer goods company's Purex brand has been named the league's official…
Sage enters US sponsorship market with MLB deal
Major League Baseball has signed up global accounting, finance, human resources, and payroll company Sage to its sponsorship portfolio, representing the company's first North American sports partnership
Effect Sport renews agreement with NFL in Brazil
Brazilian agency Effect Sport has renewed its commercial representation agreement in Brazil with the NFL for the next three years
Bronny James signs Nike NIL deal
American sports footwear and apparel brand Nike has landed a name, image, and likeness (NIL) deal with Bronny James, the 18-year-old son of National Basketball Association superstar LeBron James
Alaska Airlines redirects Thorns, Timbers sponsorship funds
Alaska Airlines has announced it will redirect sponsorship funds intended for Major League Soccer's Portland Timbers and the National Women's Soccer League's Portland Thorns this financial quarter to the…
Nike suspends sponsorship with Hockey Canada
Amid the fallout of sexual assault scandals with Hockey Canada, the country's ice hockey governing body, American athletic clothing brand Nike has suspended its sponsorship after other sponsors did the…
Sportfive brokers MoonPay sponsor deal for Flamengo
Campeonato Serie A club Flamengo has signed a wide-ranging deal with Web3 infrastructure company MoonPay, with the agreement also incorporating its basketball team
Islanders, Senators announce new helmet sponsors
The National Hockey League's New York Islanders and Ottawa Senators have both announced new helmet sponsorship deals for the upcoming 2022-23 season, reflecting continued corporate interest in the asset
CCM named official equipment supplier of PWHPA
Hockey equipment designer and manufacturer CCM has been named the new official equipment sponsor of the Professional Women’s Hockey Players Association ahead of the upcoming fourth season.
NBA unveils marketing campaign ahead of 2022-23 season
The National Basketball Association has unveiled its "The Nonstop NBA" marketing campaign ahead of the 2022-23 season, which begins on October 18
Gainbridge sponsorship chief: ‘You’re going to be hearing lots about us’
Bill Shelton, chief marketing officer for Group 1001, parent company to insurance brand Gainbridge, explains how the company leverages multiple sports properties to connect with clients
Manchester City agrees latest regional betting deal with Sportium
Manchester City has agreed a regional sponsorship deal with Spanish betting brand Sportium that sees the company become the club’s Official Betting Partner in Latin America.
NBA signs marketing deal with Aldar for new Abu Dhabi Games
League furthers its commercial activity surrounding first games in UAE
Knicks hire Sportfive to find new jersey patch sponsor
The National Basketball Association's New York Knicks have appointed global sports marketing agency Sportfive to secure the team’s next jersey patch sponsor, furthering the firm's presence in the league.
Plus500 takes up new branding opportunity with Chicago Bulls
NBA basketball franchise the Chicago Bulls has signed Plus500 as a global partner, with the online trading platform becoming the first company to have its brand on the front of the team’s warmup shooting s…
Trail Blazers end jersey patch deal with crypto startup StormX
The National Basketball Association's Portland Trail Blazers have called time on their jersey patch sponsorship deal with cryptocurrency platform StormX after just one season.