Americas
YellaWood extends title sponsorship of Nascar Cup Series playoff race at Talladega
YellaWood, Great Southern Wood Preserving Incorporated’s flagship brand, has extended its title sponsorship of the YellaWood 500 Nascar Cup Series Playoff Race at Talladega Superspeedway in Alabama th…
White Sox signs Molson Coors ahead of 2022 MLB season
Major League Baseball’s (MLB) Chicago White Sox has signed Molson Coors to its sponsorship portfolio.
Cleveland-Cliffs to replace Goodyear as Cavaliers jersey sponsor
US flat-rolled steel producer Cleveland-Cliffs has upgraded its existing multi-year marketing agreement with the NBA’s Cleveland Cavaliers to a jersey patch sponsorship, starting from next season.
Corona strikes first major league partnership with MLB
Major League Baseball has agreed a new multi-year sponsorship deal with Mexican beer brand Corona
Beyond the Stadium – SK-II & the IOC
When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.
MLB completes $125m sponsorship deal with Capital One
League refills its banking category with Virginia-based holding company
Atlético Mineiro and Santos leverage gambling category in front-of-shirt deals
Brazilian football club Atlético Mineiro has signed a renewal to its sponsorship contract with gambling platform Betano.
MLB sees sponsorship rise in 2021 with more growth on the way
Successful entry into emerging categories such as crypto fuels increase
Monumental Sports secures wide-ranging CarMax partnership
Monumental Sports & Entertainment has brought in leading American used car retailer CarMax as the first official used auto retail partner of the National Basketball Association's Washington Wizards an…
Wanda Sports appointed as AFA’s commercial agent in China
The Argentinian Football Association (AFA) has agreed a deal for Wanda Sports to become the exclusive commercial agent of its national teams in China
NFL loosens restrictions for crypto sponsorships
A month after numerous cryptocurrency companies aired advertising during NBC's Super Bowl LVI broadcast, the National Football League has loosened restrictions for its teams to secure blockchain-related…
Rocket Mortgage enters MLB landscape with Detroit Tigers partnership
Michigan-based mortgage company Rocket Mortgage has become the exclusive mortgage partner of Major League Baseball's Detroit Tigers in a multiyear partnership
Florida Panthers add FlexIt to sponsorship portfolio
The National Hockey League's Florida Panthers have secured a partnership with virtual personal training platform FlexIt, which has been designated the franchise's official virtual fitness partner
NHL’s Blue Jackets pen ‘historic’ jersey deal with Safelite
The NHL’s Columbus Blue Jackets has named auto glass company Safelite as the club’s first official jersey sponsor, starting in the 2022-23 season.
Razer gaming chair brand joins Knicks Gaming roster
Hardware producer and lifestyle brand Razer has been named the official gaming chair partner of Knicks Gaming, the NBA 2K League franchise of Madison Square Garden Sports.
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Sportfive awarded commercial role to develop Flamengo’s international following
Campeonato Brasileiro Série A club Flamengo has appointed the Sportfive agency to expand its global market presence, with a focus on the US in particular.
NBA to stage preseason games in Japan sponsored by Rakuten
The National Basketball Association is to stage two preseason games in Japan later this year
Data Snapshot: NBA 2021-22
The NBA’s domestic sponsorship portfolio is worth an estimated $694.25m (€625.33m) in 2021-22, up 15 per cent from $602m last season – itself a three-per-cent increase on the $585m valuation of the 2019-20 season.