Americas
Shell-Pennzoil extends and expands IndyCar, IMS partnership
Multinational oil and gas company Shell and subsidiary motor oil brand Pennzoil have secured an expanded multiyear partnership with NTT IndyCar Series, Indianapolis Motor Speedway and Team Penske
MLS strikes multi-year Caterpillar partnership
Major League Soccer has secured a multi-year partnership with construction equipment manufacturer Caterpillar Inc
Gainbridge extends Indianapolis 500 entitlement deal
Digital financial services platform Gainbridge has secured a multiyear agreement to extend its presenting sponsorship of the Indianapolis 500, renewing a deal which began in 2019.
NHL, NHLPA secure multiyear Hyundai deal in Canada
Car manufacturer Hyundai Auto Canada has secured a wide-ranging, multiyear partnership in Canada with the National Hockey League and NHL Players’ Association.
PepsiCo loses Super Bowl halftime show rights in extended NFL deal
PepsiCo, the American multinational food, snack, and beverage corporation, has lost the sponsorship rights to the high-profile Super Bowl halftime show as part of an extended agreement with the National…
Eagles become first NFL team to secure commercial rights in Africa
The Philadelphia Eagles have become the first National Football League team to secure commercial rights in Africa, with the franchise being granted international marketing access to Ghana.
M&M’s becomes title sponsor of Nascar Cup Series race at Pocono
Mars Wrigley-owned chocolate brand M&M's will become the title sponsor of the Nascar Cup Series race at Pocono Raceway in Long Pond, Pennsylvania, on July 24
Hershey renews Team USA partnership, aligns with LA28 Olympics
The Hershey Company, the American chocolate and cocoa products firm, has renewed its partnership with the United States Olympic and Paralympic Committee, and will align with the Los Angeles 2028 Olympic a…
Warriors further renew jersey patch deal with Rakuten
The National Basketball Association's Golden State Warriors have further renewed their jersey patch deal with Japanese multinational corporation Rakuten
NYXL names Sportfive as commercial sales agency
New York-based esports organisation NYXL has appointed Sportfive as its exclusive worldwide commercial sales agency
Syracuse University secures naming rights deal with JMA Wireless for iconic dome
Syracuse University has secured a 10-year naming rights deal with with Syracuse, New York-based 5G wireless technology company JMA Wireless for its iconic indoor sports venue.
Coinbase expands WNBA presence
United States-based cryptocurrency exchange platform Coinbase has expanded its presence within the Women's National Basketball Association by partnering with the Women’s National Basketball Players As…
Ally named presenting sponsor of 2022 Women’s International Champions Cup
Financial services company Ally will serve as the presenting partner for the 2022 Women’s International Champions Cup, organizer Relevent Sports Group has announced.
‘The Match’ boosts global reach with international simulcasts
Event marks unique collaboration between Turner Sports, international partners
Series of sports entities joins Hyperice mental health initiative
Large group of leagues, teams, brands align with workplace-focused effort
MLS’s DoorDash deal points to increased sponsor involvement in MLS Next
Major League Soccer's (MLS) March signing of DoorDash to its sponsorship portfolio was the result of long-term interest in the online food delivery category dating back to before the pandemic
Diamondbacks strike Casino Arizona, Talking Stick Resort deal
Major League Baseball's Arizona Diamondbacks have named Talking Stick Resort and Casino Arizona as the team's official casino and resort partners following an agreement with the Salt River Pima-Maricopa…
Galera.bet and GiroAgro sponsor Campeonato Brasileiro
Brazilian betting operator Galera.bet has signed a three-year deal as a master sponsor of the Campeonato Brasileiro, Brazil’s top-tier football league.