Americas
XFL threatened with legal action over new brand identity by Togethxr
The revived XFL has been threatened with legal action by media and commerce company Togethxr over the spring-season American football league's newly-released brand identity
Flutter Entertainment brands and PointsBet sponsor MLSE teams in Ontario market
Flutter Entertainment has signed a multi-brand sponsorship deal with Maple Leaf Sports & Entertainment (MLSE) to take advantage of the newly-regulated sports betting and online casino opportunities in…
Red Sox, Angels and Giants add sponsors as 2022 MLB season begins
Fenway Sports Group (FSG) has expanded its association with Wasabi Technologies by adding the company to the Boston Red Sox’s sponsorship portfolio.
Lumme: 10-year TOP deal with Deloitte will help IOC’s D2C transition
The IOC’s 10-year sponsorship deal with Deloitte will help the organisation’s transition to becoming more of a direct-to-consumer business and aid its digital transformation, according to commercial chi…
UFC expands Trojan condom deal with new sponsorship asset
Ultimate Fighting Championship has expanded its sponsorship agreement with condom brand Trojan
WNBA Dream brings in Microsoft as jersey patch sponsor
The Women's National Basketball Association's Atlanta Dream has brought in Microsoft as its new jersey patch sponsor as part of a wide-ranging multiyear agreement with the American multinational technology…
XFL unveils new brand identity, merchandise ahead of 2023 return
The XFL has unveiled a new brand identity ahead of its planned return in February 2023, as well as a new slogan: “Tomorrow’s League Today.”
SeatGeek expands tennis footprint with Citi Open partnership
New York-based ticketing company SeatGeek has secured a multiyear partnership with Washington, District of Columbia-based Association of Tennis Professionals Tour event the Citi Open.
NHL, Clutch strike multi-year Canadian partnership
Clutch, the Canadian online used car buying platform, has entered the sports sponsorship space for the first time by securing a multi-year Canadian partnership with the National Hockey League
MLB completes new sponsorship pact with Dairy Queen
League-level sports deal is a first for chain of restaurants and ice cream shops
River Plate’s home stadium named ‘Mâs Monumental’ under $20m agreement
Argentinean supermarket brand Mâs has acquired the naming rights to the ‘Estadio Monumental’, home to Primera División football side River Plate, for the next seven years until April 2029.
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USL strikes partnership with Hisense USA
The United Soccer League has secured a multiyear partnership with electronics manufacturer Hisense USA, which has been designated the league's official television
MLB develops new marketing campaign for start of 2022 season
League looks to refocus fan attention on the field after bruising offseason
Brazilian clubs break from Sport Promotion deal to sign with Brax
A group of 12 Campeonato Brasileiro Serie A clubs have agreed to a perimeter advertising board deal with Brax Sports Assets, quitting an existing contract with the Sport Promotion agency
MLB expands relationship with Cue Health
Healthcare technology company to be a presenting sponsor of Apple TV+ games
Evolve IP signs New York Rangers sponsorship
Work anywhere solutions company Evolve IP has become an Official Partner of the NHL’s New York Rangers in a multi-year sponsorship.
MLB extends national sponsorship run with Mattress Firm
League expands its tie with Texas-based mattress retailer
Marlins extend, expand PNC Bank partnership
Major League Baseball's Miami Marlins have extended and expanded their partnership with Pennsylvania-based financial services company PNC Bank in a multiyear deal