Americas
Excel Sports Management runs Outback Steakhouse college basketball campaign
Australian-themed US restaurant chain Outback Steakhouse has signed up 12 college basketball athletes to strengthen the brand’s presence in US college sports.
Data Snapshot: NFL 2021
The NFL held 38 central sponsors in North America in 2021 – a portfolio valued between $1.48bn and $1.7bn.
Major changes additions to the portfolio included the addition of Diageo as the league’s first sponsor in the spirits category.
CWI expands Apex Group deal to include England test series title rights
Cricket West Indies (CWI) has furthered its association with global financial services provider Apex Group through title sponsorship of its upcoming home Test series against England
Sportfive unveils collaboration with esports player representation agency
The Sportfive agency has expanded its esports presence by entering into a strategic collaboration with Los Angeles-based gaming agency Bad Moon Talent
Deloitte signs tech-focused sponsorship with Hollywood Park
Professional services giant Deloitte has signed a sponsorship agreement with Los Angeles' Hollywood Park sports and entertainment complex
Mubadala named title sponsor of SailGP Season 2 Grand Final
Mubadala Investment Company, the Abu Dhabi sovereign wealth fund, has been named the title partner of Sail GP's Season 2 Grand Final in San Francisco, California, on March 26-27
Acrisure, OVG seal naming rights deal for Palm Springs venue
Deal is believed to be the largest of its type for a US minor league venue
Epson replaces Symetra as title sponsor of LPGA developmental tour
Japanese multinational electronics company Epson has struck a five-year deal to secure the naming rights to the Ladies Professional Golf Association's developmental tour through 2026
US Ski & Snowboard unveils trio of deals ahead of Beijing 2022
US Ski & Snowboard has unveiled a trio of commercial partnerships ahead of the 2022 Beijing Winter Olympics.
Air purification technology company Airphx has been named an official suppler to the organization.
Mediapro, 1190 Sports team up to acquire Chilean national team rights
The Chilean Football Federation (ANFP) has reached an agreement for a consortium formed by Mediapro and 1190 Sports to manage the media rights for matches involving the Chilean national team
NFL generates another strong boost in sponsorship revenue
Legal sports betting plays key role in upward revenue surge for the league
AFA-Binance deal announcement sparks Chiliz legal claim
The Argentinian Football Association has signed up blockchain company Binance to its sponsorship portfolio, but the five-year deal has provoked claims of a breach of contract from rival blockchain provider…
Athletes Unlimited brings in EY, Baden Sports to sponsorship portfolio
Athletes Unlimited, the startup network of professional sports leagues, has expanded its sponsorship portfolio ahead of its 2022 basketball and volleyball seasons by bringing in global professional services …
Corinthians and Santos sign up back-of-shirt sponsors
Brazilian football rivals Corinthians and Santos have each concluded back-of-shirt sponsorship deals ahead of their first matches in the 2022 Campeonato Paulista, the São Paulo state championships.
Argentine FA agrees Asia regional sponsorship deal with W88
The Argentine Football Association has agreed a regional sponsorship deal covering Asia with betting brand W88
NBCUniversal, TikTok strike content and advertising partnership for Beijing 2022
NBCUniversal has partnered with short form media platform TikTok for a content and advertising-based partnership for the 2022 Beijing Winter Olympics and Paralympics
Betfair inks ‘biggest’ Brazilian state football deal with Campeonato Carioca naming rights
Betting operator Betfair has signed what is claimed to be the “biggest commercial agreement” in Brazilian state football as the naming rights sponsor for this year’s Campeonato Carioca.
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