Americas

Football

São Paulo FC has named online bookmaker Superbet – a newcomer to the Brazilian market – as the club’s new master sponsor on a three-year deal from 2024 to 2026. Th
Football

‘United. Near and Far.’ was an integrated consumer experience campaign from Marriott Hotels and the Marriott Bonvoy loyalty programme that fused the worlds of travel and sports to engage the more than 13 million Manchester United fans in the US with British event and hospitality culture.
Football

Brazilian financial and digital commerce service provider Inter&Co has signed a stadium naming-rights deal with Orlando City SC of Major League Soccer and the National Women's Soccer League's Orlando Pride
Basketball

A jersey patch deal between the NBA’s New York Knicks and the Saudi General Entertainment Authority’s Riyadh Season collapsed shortly before the 2023-24 season, forcing the team’s owner MSG Sports to co…
Golf

The evolution and expansion of sponsored broadcast features was key to the extension of professional services firm Aon’s ‘Official Marketing Partner’ agreement with the PGA Tour.
Golf

The conclusion of the 27-year-old relationship between Tiger Woods and Nike has raised questions for both parties in terms of their future role in the golf shoe and apparel business
Football

Campeonato Brasileiro Série A club Corinthians has signed the “largest master sponsorship contract" in the history of Brazilian football with online betting company VaideBet.
Football

Online cryptocurrency gambling platform Stake has expanded its presence in football with the acquisition of Brazilian club Juventude’s front-of-shirt sponsorship rights. 
Mixed Martial Arts

TKO Group, the Endeavor-owned public company created by last year’s merger of the Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has announced plans to combine the globa…
Basketball

The Indiana Pacers, of the National Basketball Association, have claimed a US major league professional franchise first, with their new jersey sponsor to incorporate a QR code-like patch
Multiple Sports

A federal sports betting marketplace will be launched in Brazil, after the country passed regulations to finally bring clarity to the activity.
Football

Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil
Ice Hockey

The Professional Women’s Hockey League (PWHL) has signed up Air Canada to its sponsorship portfolio ahead of its inaugural season.
Basketball

Kia, the Korean car manufacturer, has further strengthened its presence in the National Basketball Association, stepping up its involvement with Orlando Magic to take over the naming rights to the franchise's home arena.
Golf

Professional services company Cognizant has become title sponsor of the PGA Tour golf tournament formerly known as the Honda Classic
Basketball

The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.
Football

Members of newly promoted Brazilian Série A side Esporte Clube Vitória have voted to approve a new stadium naming rights deal with escort company Fatal Model while also rejecting a proposal to sell club naming rights to the same company. 
Baseball

The St. Louis Cardinals Major League Baseball franchise and hometown brewing giant Anheuser-Busch have agreed to a five-year extension of their long-term marketing agreement through 2030