Americas

Football
Finance & Law

The United Soccer League has secured a multifaceted 10-year partnership with premium experiences company Legends, which is designed to "drive the next evolution of the USL’s business."
American Football

For the 2021 NFL season, sponsor Pepsi expanded its multi-faceted ‘Made for Football Watching’ programme. Ai
Football
Sponsorship & Marketing

MLS expands pact with Canadian financial services company in new 10-year term
Basketball
Sponsorship & Marketing

Deal is a first with a pro team for financial technology company
American Football

In November and December 2021 EA Sports leveraged its partnership with the NFL through an engaging, original campaign which saw football legend Peyton Manning take on the role of a ‘Madden Ratings Adjustor’. A
Basketball
Sponsorship & Marketing

Technology company Rakuten recorded the biggest NBA jersey patch deal in the property’s short history when it extended its agreement with the Golden State Warriors in May, SportBusiness Sponsorship has l…
Football
Sponsorship & Marketing

PepsiCo subsidiary Frito-Lay has become a North American Regional Supporter for the 2022 Fifa World Cup in Qatar
Golf
Sponsorship & Marketing

Kaulig Companies has signed a four-year deal as the new title sponsor of the PGA Tour Champions event at Firestone Country Club starting in 2023
Basketball

The Chicago Bulls and telecoms partner AT&T teamed up with a leading NBA Twitter account called ‘NBA Paint’ to create a ‘fan-first’ series of social and physical assets amplified via Twitter throughout the 202…
NFL
Sponsorship & Marketing

Brewing giant Anheuser-Busch InBev has called time on its run as the exclusive alcohol advertiser for the Super Bowl, a deal with the National Football League which dates back to 1989
Ice Hockey
Sponsorship & Marketing

The National Hockey League has secured a multi-year global partnership with construction equipment manufacturer Caterpillar Inc
Basketball

The ‘American Express x NBA 2K22 Experience’ was a December 2021 in-real-life and digital streaming gaming partnership which brought elements of the NBA 2K digital world to life for AmEx card members, avi…
Football
Sponsorship & Marketing

Campeonato Brasileiro Série A football club Athletico Paranaense has cancelled its shirt sponsorship deal with sports betting company EstrelaBet after just four days.
Ice Hockey
Sponsorship & Marketing

New term covers range of snack and beverage categories in North America
Esports
Sponsorship & Marketing

Banco Santander has signed a contract to become a main sponsor of Riot Games’ League of Legends tournaments in Europe and Latin America.
American Football

In February 2022, leveraging its NFL partnership rights around Super Bowl LVI, quick service brand Subway rolled out an activation around the current collectibles trend in the form of a campaign and new…
Football
Sponsorship & Marketing

Sports betting company EstrelaBet has agreed shirt sponsorship deals with Campeonato Brasileiro Série A football clubs Athletico Paranaense and Internacional, while Atlético Mineiro has signed a long-term con…
American Football

In January 2021 the Los Angeles Rams teamed up with sponsor Ball Corporation for an art-led mural ‘Forever LA’ stadium installation led activation based around an artwork made from recycled aluminium cup…