Americas

Football
Sponsorship & Marketing

LaLiga has expanded its regional sponsorship agreement with gambling platform RushBet. In 2021, the brand became LaLiga’s exclusive betting partner in Colombia.
College Sports
Sponsorship & Marketing

Nike's Jordan Brand subsidiary has announced a 20-year apparel partnership with the Washington, District of Columbia-based Howard University, one of the leading Historically Black Colleges and Universities…
Golf
Sponsorship & Marketing

ProMedica’s 10-year sponsorship of the United States Golf Association (USGA), from 2022 to 2031, signed in January, has underscored the growing value of the women’s golf majors.
NFL
Sponsorship & Marketing

The National Football League's Las Vegas Raiders have secured a partnership with Mexican low-cost airline Viva Aerobus, marking the team's first commercial partnership in the country
Football
Sponsorship & Marketing

LaLiga has signed up insurance company Chubb to its sponsorship portfolio in a deal that makes Chubb a regional sponsor of the league in Latin America, focusing on the nine countries where Chubb operates…
Football
Industry Moves

Sponsorship sales executive Henry Birch has taken on a new role as head of sponsorship UK for the NFL’s Jacksonville Jaguars and Premier League club Fulham.
Basketball
Sponsorship & Marketing

Japanese car manufacturer Nissan has been unveiled as a sponsor of the pre-season matches between National Basketball Association (NBA) franchises Golden State Warriors and Washington Wizards in Japan
NFL
Sponsorship & Marketing

The Cincinnati Bengals will now play at Paycor Stadium after the National Football League team secured a long-term naming rights deal with Cincinnati, Ohio-based human capital management software company…
Ice Hockey
Sponsorship & Marketing

Minnesota Wild has become the latest National Hockey League team to announce a jersey patch partnership, striking a multiyear partnership with Tria Orthopedics
Cricket
Sponsorship & Marketing

The organisers of the Women’s Caribbean Premier League cricket tournament have signed up Caribbean-based conglomerate Massy Group as its title sponsor ahead of its inaugural edition. 
Baseball
Sponsorship & Marketing

Dekalb has been named the official corn seed of the 2022 Major League Baseball Field of Dreams game, which is being contested between Cincinnati Reds and Chicago Cubs at a specially-constructed temporary…
NFL
Sponsorship & Marketing

The headsets worn on the sidelines by National Football League coaches will not have any sponsorship logos on them for the 2022 season after American audio equipment company Bose called time on its deal…
Football

The National Women’s Soccer League (NWSL) has increased its number of sponsors from eight at the time of last year’s edition of this snapshot to 11 this year. Its portfolio valuation now sits at an estimated average annual value of $17.5m (€17.1m) across the 11 agreements.
Football
Sponsorship & Marketing

Campeonato Brasileiro Série A football club Athletico Paranaense has agreed a new shirt sponsorship deal with Swedish online gambling company Betsson.
Tennis
Sponsorship & Marketing

The United States Tennis Association (USTA) has named ‘Explore Asheville’ as the ‘Official Tourism Partner’ for the US Open in 2022, replacing the Bermuda Tourism Authority in the category. Ber
American Football
Sponsorship & Marketing

The rebooted XFL has secured a multiyear partnership with ticketing giant Ticketmaster, which will facilitate ticketing for all 43 games of the XFL season next year, including 40 regular-season games, …
Football
Sponsorship & Marketing

Major League Soccer has secured a multiyear agreement with Chicago, Illinois-based financial technology company Avant, which has secured the license to create MLS-themed credit cards for 21 clubs
Football
Sponsorship & Marketing

Spanish multinational betting operator Codere has upgraded its official bookmaker agreement with Argentinian football club River Plate to become the club’s new main shirt sponsor.