Americas
13th Pilot – Algorand & Drone Racing League
In September 2021 blockchain platform Algorand activated its new multi-year title partnership with the Drone Racing League (DRL)
Oakland Forever – Rakuten & Golden State Warriors
Rakuten and the NBAâs Golden State Warriors partnered on a 360-degree, multi-faceted, season- long âOakland Foreverâ brand-owned platform built around the Japanese electronic commerce and online retaiâŚ
WICC Best XI – Ally & Women’s International Champions Cup
In December 2021 digital finance brand Ally and Relevant Sports Group teamed up to create the âWICC Best XI Presented by Allyâ docuseries. It
Mariachi Arrival: Jalen Ramsey – Porsche & LA Rams
In September 2021, the LA Rams and automotive partner Porsche teamed up with cornerback Jalen Ramsey and the teamâs famous Mariachi Band - which plays at each home game and is unique in the NFL.
Healthcare Hero Spotlight – UPMC Healthcare & Pittsburgh Penguins
A pandemic-led, team partner employee recognition program - running from February 2021 to March 2022
Ice Keepers – Bud Light & NY Rangers / MSG
As the fallout of the pandemic extended the National Hockey League (NHL) 2020/21 season into the summer, New York Rangers partner Bud Light rolled out a drinks-linked engagement activation
Steelers ‘poised’ to announce new stadium naming rights partner
American food company Kraft Heinz has reportedly called time on its long-running stadium naming rights partnership with the National Football Leagueâs Pittsburgh Steelers.
Alpine F1 team extends Yahoo sponsorship deal
The Alpine Formula 1 team has extended its sponsorship agreement with web services provider Yahoo
Mastercard pauses Poulter, McDowell endorsement deals
American multinational financial services corporation Mastercard has paused its partnerships with European golfers Ian Poulter and Graeme McDowell following their move to the Saudi-backed LIV Golf series
Distill Brands named official vodka of MLB
Distill Brands International has been named the official vodka of Major League Baseball in the United States and Canada as part of a multiyear and broad-based partnership
BioSteel secures multiyear partnership with NHL, NHLPA
North American sports drink brand BioSteel has been designated the official hydration partner of the National Hockey League and NHL Players Association as part of a multiyear agreement
Chiefs partner with Sportfive to grow Germany presence
The National Football League's Kansas City Chiefs have appointed the Sportfive agency to help the grow the team's fanbase and commercial opportunities in Germany
NWSL crypto partner Voyager Digital files for bankruptcy protection
Cryptocurrency broker and lender Voyager Digital, a partner of the National Women's Soccer League and the National Basketball Association's Dallas Mavericks, has filed for Chapter 11 bankruptcy protection
Cowboys draw backlash for Black Rifle Coffee partnership
The National Football League's Dallas Cowboys have drawn an intense and immediate backlash for announcing a partnership with coffee company Black Rifle Coffee Company in the wake of a July 4 mass shootingâŚ
F1’s growth in US worth extra 50 per cent in team sponsorship, says McLaren boss Brown
Formula Oneâs success in growing audiences in the US and engaging younger fans through its esports initiatives has enabled the McLaren team to increase its sponsorship ârate cardâ by 25-50 per cent, accorâŚ
AFA fills airline category with Aerolineas Argentinas
The Argentinian Football Association (AFA) has signed up Aerolineas Argentinas to its sponsorship portfolio
Changemaker Partnership – Google (& ESPN) & WNBA
In May 2021 Google became a âWNBA Changemakerâ (amongst other new official league partner roles) in a multi-faceted, multi-year alliance. It
LaLiga All-Star Gaming Challenge – Verizon & LaLiga
In Summer/Autumn 2021, Verizon built on its US partnership with top Spanish soccer league LaLiga to co-host and produce an EA Sports FIFA initiative called the âLaLiga All-Star Gaming Challenge presented bâŚ