Americas

The Professional Triathletes Organisation is to launch its PTO Tour next year with events in Canada and the US added to the existing Collins Cup teams competition to create an overall prize fund of $5

Cryptocurrency exchange FTX has significantly expanded its sports industry presence with by securing an international rights deal with the National Basketball Association's Golden State Warriors

The National Hockey League has unveiled its sponsorship activations for the 2022 Discover NHL Winter Classic Fan Fest, which is accompanying the outdoor tentpole event between the Minnesota Wild and St

The National Women's Soccer League has become the latest sports organization to enter the cryptocurrency landscape by naming Voyager Digital as its inaugural cryptocurrency brokerage partner.

23XI Racing, the Nascar Cup Series team co-owned by basketball legend Michael Jordan and Denny Hamlin, has secured a partnership with cereal brand Wheaties for the 2022 season

Athletes Unlimited, the startup network of professional sports leagues, has named California-based sustainability-focused personal finance company Aspiration its multi-property jersey sponsor in a wide-ranging …

In June 2021, as the playoffs entered their second round, the official NHL beer in Canada activated with limited edition batch of beer that had been poured through the Stanley Cup itself.

Brazilian football club Fluminense has renewed its sponsorship with fashion brand Zinzane. Under the two-year extension, the company will continue as the club’s sleeve sponsor.

Deal is the first of its type in the Big Ten Conference

Western & Southern Financial Group has extended its long-standing title sponsorship of the top-tier men’s and women’s professional tennis tournament in Cincinnati for another three years, from 2022 to …

Monica Fee, a global sponsorship sales executive at CAA Sports, is to leave the company to take up another role in the industry

23XI Racing, the Nascar Cup Series team co-owned by basketball legend Michael Jordan and Denny Hamlin, has extended its partnership with quick-service restaurant chain McDonald's for the 2022 season

San Diego State University has secured a long-term naming rights deal with San Diego-based technology company Qualcomm for its new college football stadium, which will be known as Snapdragon Stadium

Mixed martial arts organisation UFC has signed ‘connected fitness technology’ brand Clmbr to its sponsorship roster in a deal covering the US and Canada.

The Sportfive agency is to sell sponsorship packages on behalf of Stars+Stripes, sailing’s reigning World Match Racing Champions.

The National Hockey League's New York Rangers have secured a marketing partnership with wellness technology company Therabody