Americas

Football

E-commerce platform Mercado Livre has acquired the naming rights to the Pacaembu Stadium in São Paulo in a deal stretching over 30 years.

Wanda Sports Group has renewed an exclusive commercial agreement with the Argentinian Football Association (AFA) to broker sponsorship agreements in China until the end of 2024
American Football

The Tennessee Titans has announced Verizon as its exclusive wireless telecoms sponsor of its new Nissan Stadium, which is due to open in 2027.
Golf

KPMG has focused on women's golf to target the growing number of women in C-suite roles at major companies.
American Football

NFL franchise the San Francisco 49ers and Levi Strauss & Co. (LS&Co.) have announced a proposed 10-year extension to their stadium naming rights and team sponsorship deal worth a combined $170m (€156.4m).
Surfing

The World Surf League (WSL) has announced a broadcast deal with ESPN that will put all 10 of the Championship Tour events in 2024 on ESPN+, as well as several new sponsors
Football

São Paulo FC has named online bookmaker Superbet – a newcomer to the Brazilian market – as the club’s new master sponsor on a three-year deal from 2024 to 2026. Th
Football

‘United. Near and Far.’ was an integrated consumer experience campaign from Marriott Hotels and the Marriott Bonvoy loyalty programme that fused the worlds of travel and sports to engage the more than 13 million Manchester United fans in the US with British event and hospitality culture.
Football

Brazilian financial and digital commerce service provider Inter&Co has signed a stadium naming-rights deal with Orlando City SC of Major League Soccer and the National Women's Soccer League's Orlando Pride
Basketball

A jersey patch deal between the NBA’s New York Knicks and the Saudi General Entertainment Authority’s Riyadh Season collapsed shortly before the 2023-24 season, forcing the team’s owner MSG Sports to co…
Golf

The evolution and expansion of sponsored broadcast features was key to the extension of professional services firm Aon’s ‘Official Marketing Partner’ agreement with the PGA Tour.
Golf

The conclusion of the 27-year-old relationship between Tiger Woods and Nike has raised questions for both parties in terms of their future role in the golf shoe and apparel business
Football

Campeonato Brasileiro Série A club Corinthians has signed the “largest master sponsorship contract" in the history of Brazilian football with online betting company VaideBet.
Football

Online cryptocurrency gambling platform Stake has expanded its presence in football with the acquisition of Brazilian club Juventude’s front-of-shirt sponsorship rights. 
Mixed Martial Arts

TKO Group, the Endeavor-owned public company created by last year’s merger of the Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has announced plans to combine the globa…
Basketball

The Indiana Pacers, of the National Basketball Association, have claimed a US major league professional franchise first, with their new jersey sponsor to incorporate a QR code-like patch
Multiple Sports

A federal sports betting marketplace will be launched in Brazil, after the country passed regulations to finally bring clarity to the activity.
Football

Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil