Americas
Real Salt Lake hires Playfly Sports to secure naming rights partner
Major League Soccer's Real Salt Lake has hired sports marketing outfit Playfly Sports to secure a new stadium naming rights partner
NHL, olive.com strike North American partnership for 2021-22 season
The National Hockey League and US automobile insurance company olive.com have announced a North American partnership for the remainder of the 2021-22 season.
The partnership will include olive.
Bitso exchange signs São Paulo sleeve deal, Betnacional backs Recife clubs
Top-flight Brazilian club São Paulo FC has signed Latin American cryptocurrency platform Bitso to a three-year sponsorship agreement with kit branding rights.
Summer Stimmy – Bud Light & MLB/NBA/NFL/NHL/NWSL/WNBA
In April 2021, Bud Light collated assets from its US sport and music sponsorship portfolio to fuel a huge $10m ‘stimulus package’ campaign based around giving away 100,000 sports tickets, concert seats and beer.
Jaguars sponsor files lawsuit protesting ‘clown game’
Georgia roofing company looks to disassociate from embattled NFL team
MSG Sports renews long-standing Anheuser-Busch partnership
Madison Square Garden Sports and sister firm MSG Entertainment have announced a multiyear partnership renewal with leading American brewing company Anheuser-Busch
Hornets, Coca-Cola extend pact with new Dr Pepper focus
The National Basketball Association's Charlotte Hornets and the Coca-Cola Co
Nascar rejects ‘Let’s Go Brandon’ sponsorship deal
United States stock car racing series Nascar has rejected an attempt by Xfinity Series driver Brandon Brown to strike a cryptocurrency sponsorship deal based on the controversial "Let's Go Brandon" slogan.
Draft House – Rocket Mortgage & LA Rams
In April and May 2021, the LA Rams teamed up with sponsor Rocket Mortgage to operate the team’s Draft operation from a bespoke 9,000-sq ft. branded Malibu home.
Tesla backs student motor-racing competition
Electric carmaker Tesla is backing US-based student motor-racing competition Formula SAE by providing equipment and advice
Clean Jersey Swap – Tide (Procter & Gamble) & the NFL
P&G detergent brand Tide promoted its ‘Tide Hygienic Clean’ product with a Peyton Manning-fronted NFL activation running from September 2020 to February 2021.
BRB to name Brasília’s 2014 World Cup stadium, Santos and Botafogo renew deals
Brazilian bank BRB will take over the naming rights of the Mané Garricha Stadium in the country’s capital Brasília for three years, from 2022 to 2024.
Sportfive adds Immortals sales role to growing esports portfolio
US-based esports organisation Immortals has appointed the Sportfive agency as its exclusive global commercial sales agency
Internacional latest in Brazil to launch fan token via Socios.com
Brazilian football club Internacional has become the latest in the country to sign a deal with blockchain provider Chiliz
Inter Miami CF brings in XMANNA as inaugural sleeve sponsor
Major League Soccer's Inter Miami CF has secured a "major" multiyear partnership with software technology company XMANNA, which has been designated the team's inaugural sleeve sponsor and its official…
Angel City FC brings in Crypto.com as official cryptocurrency, NFT partner
National Women's Soccer League expansion team Angel City FC has brought in cryptocurrency exchange Crypto.com as club’s official cryptocurrency and nonfungible token (NFT) partner.
NFL, Anheuser-Busch secure multiyear partnership extension
The National Football League and Anheuser-Busch InBev have secured a multiyear extension of their long-standing deal which designates the brewing company the global exclusive beer and hard seltzer sponsor…
FTX adds Monumental Sports to expansive sponsorship portfolio
Cryptocurrency exchange FTX has added Monumental Sports & Entertainment to its expansive North American sports sponsorship portfolio, becoming the official cryptocurrency exchange and non-fungible token …