Americas

Cricket

Accenture was encouraged to sponsor Major League Cricket team MI New York because of the franchise’s willingness to tap into areas such as AI and analytics to develop off and on-pitch performance. 
Football
Sponsorship & Marketing

VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
Basketball
Sponsorship & Marketing

The new women's three-on-three (3x3) basketball league, Unrivaled, has announced its first founding partner in Ally Financial.
Basketball
Sponsorship & Marketing

Fantasy gaming and sportsbook operator DraftKings has signed up as the second official betting partner of the Women’s National Basketball Association (WNBA), joining its rival FanDuel.
Basketball
Sponsorship & Marketing

The Los Angeles Lakers has announced the hiring of Wasserman as its exclusive commercial agency and tasked it with securing international sponsorships to grow the Lakers' reach and visibility worldwide
Basketball
Sponsorship & Marketing

US sportswear brand New Balance has signed a non-exclusive sponsorship agreement with the WNBA that will enable it to amplify its existing endorsement deal with Los Angeles Sparks forward Cameron Brink.
Football
Licensing & Merchandising

Amid interest from several rivals, Puma has extended its kit supplier agreement with Campeonato Brasileiro Série A club Palmeiras.
College Sport

The Elevate sports agency has released estimated jersey patch valuations for college football and basketball ahead of an expected 2025-26 season implementation. Shawn Medow speaks to executives from the agency to understand the size of the opportunity.
Baseball
Sponsorship & Marketing

MGM Resorts International has chosen its MGM Resorts brand to become a 'Proud Partner’ of the New York Yankees in a move linked to the awarding of up to three full commercial casino licences in the New Y…
US College Sport
Media

Legends, the global experiences firm, has expanded its role in the US college sports scene, signing a 10-year multi-media rights partnership with Florida State University (FSU)
Golf
Sponsorship & Marketing

Ahead of the next Presidents Cup in Canada, the PGA Tour has announced domestic cybersecurity brand 1Password as a new global sponsor.
Basketball
Sponsorship & Marketing

NBA Champion Boston Celtics has a new jersey patch partner in New England-headquartered Amica Mutual Insurance, the longest-standing mutual car insurer in the US
Ice Hockey
Licensing & Merchandising

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
American Football

The health sector has become a leading source of sponsorship deals in the US but has yet to take off in Europe.
Horse Racing
Sponsorship & Marketing

The New York Racing Association has strengthened its association with Playfly Sports, which will aid a $455m transformation project aiming to “set the global standard” for horse racing venues.
Baseball

Investment management firm T. Rowe Price has acquired the jersey patch rights for the Baltimore Orioles to support an ongoing brand refresh at a local, national and global level.
Basketball
Sponsorship & Marketing

US-based sporting goods manufacturer Baden Sports has made a move into the European market in a four-year official ball supply deal with Germany’s Basketball Bundesliga (BBL).
Golf
Sponsorship & Marketing

TGL, the tech-driven team golf league backed by Tiger Woods and Rory McIlroy’s TMRW Sports, has brought in existing PGA Tour and DP World Tour tournament sponsor Genesis as its founding partner.