Americas
Galera.bet signs as Brazilian Basketball Confederation ‘master sponsor’
Sports betting operator Galera.bet has signed as a new ‘master sponsor’ of the Brazilian Basketball Confederation (CBB) until 2031.
Vanderbilt University secures FirstBank naming rights deal
Vanderbilt University has secured a landmark 10-year naming rights deal with Nashville, Tennessee-based financial institution FirstBank for the college's football stadium, which will now be known as FirstBank…
Atlanta Hawks extend jersey patch deal with Sharecare
The National Basketball Association’s Atlanta Hawks have extended their partnership with Sharecare, keeping the digital health company as the team’s jersey patch partner for the upcoming season and ann…
Adidas ends Tatis Jr.’s contract after PED suspension
Sports apparel and footwear brand Adidas has ended its partnership with Major League Baseball’s San Diego Padres shortstop Fernando Tatis Jr.
Craftsman returns as Nascar Truck Series title sponsor
Stanley Black & Decker tools brand Craftsman will return as the title sponsor of the Nascar Truck Series, beginning in 2023
CBF renews top-tier Itaú Unibanco sponsorship
The Brazilian Football Confederation (CBF) has signed a renewal to its sponsorship contract with financial services company Itaú Unibanco.
Motorola agrees regional LaLiga sponsorship in Mexico
US consumer electronics and telecommunications company Motorola has agreed a sponsorship deal for the Mexican marketplace with LaLiga, organising body of the top two divisions of Spanish club football
Sentry extends as Tournament of Champions title sponsor through 2035
Sentry Insurance, the Stevens Point, Wisconsin-based insurance company, has extended its title sponsorship of the PGA Tour's Sentry Tournament of Champions in a deal through 2035.
La Roche-Posay named inaugural US Open sunscreen partner
The United States Tennis Association has secured another commercial boost ahead of the US Open, with French sunscreen brand La Roche-Posay being named the inaugural official sunscreen partner of the grand …
Southern Company extends Tour Championship partnership through 2027
The PGA Tour and Atlanta, Georgia-based energy firm Southern Company have renewed their Tour Championship-focused partnership through 2027.
IBM and USTA sign five-year renewal
IBM and the United States Tennis Association have announced a five-year renewal of their already 30-year partnership.
Through IBM, the USTA created the USOpen
Dick’s Sporting Goods partners with Perfect Game
American retailer Dick's Sporting Goods has parented with Perfect Game, the world’s largest baseball and softball scouting service, to make the chain the title sponsor at the 20th annual All-American C…
UFC taps 4D Sight for virtual advertising trial
The Ultimate Fighting Championship (UFC) has announced a pilot programme with virtual advertising technology provider 4D Sight that will see branding digitally inserted into its broadcasts in Latin America
Bad Boy Mowers gains title rights to Yankees’ Pinstripe Bowl
Lawn mower manufacturer replaces New Era for college football sponsorship
LA Galaxy, Herbalife Nutrition extend long-standing jersey pact
Major League Soccer's Los Angeles Galaxy has extended its long-standing jersey sponsorship deal with Los Angeles, California-based dietary supplement company Herbalife Nutrition in a multiyear, multimillion do…
Corinthians and Gol Plus launch ‘master warm-up’ sponsorship
Brazilian top-flight football club Corinthians has signed a sponsorship deal with vehicle protection company Gol Plus with the focus on assets connected to the pre-match warm-up
Cadillac replaces Mercedes as US Open official vehicle
General Motors luxury car brand Cadillac has been named the official vehicle of the US Open following a multiyear deal with the United States Tennis Association
Nascar, Worldwide Express further expand partnership
Nascar has secured an expanded multiyear partnership with American logistics company Worldwide Express, which has been designated the organization's new official logistics partner