Americas
Super Bowl LV Halftime Show – PepsiCo & the NFL
The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.
Santos steps into NFT space with Binance
Brazilian football club Santos has signed a two-year sponsorship and licensing agreement with digital asset broker Binance
Crypto.com named Copa Libertadores sponsor and NFT licensee
The South American Football Confederation (Conmebol) has signed up cryptocurrency platform Crypto.com as a sponsor of its Copa Libertadores club competition.
The deal makes Crypto
#PlayOffBeerds – Bud Light & the NHL
Running May through July 2021, Bud Light’s activation played on the tradition of players not shaving while in the playoffs.
LaLiga signs RushBet deal in Colombia, Sevilla renews with Asian betting sponsor
Spanish football’s LaLiga has signed up gambling platform RushBet as a regional sponsor.
MLB expands its relationship with Adobe
League deepens its tie with US software giant
World Table Tennis launches first NFT, signs supplier deal with Enlio
World Table Tennis, the commercial arm of the International Table Tennis Federation, has announced details of the sport’s first officially licensed NFT, while a deal has also been signed for Enlio to s…
Genius Sports expands FanDuel pact to include NFL content
Sports data company completes set of pacts with first-tier NFL sportsbook partners
Stadium Food Delivery – Brahma & the Brazilian Football Confederation
When the Brazilian Série A returned after its 2020 pandemic shutdown, beer sponsor Brahma connected supporters to their teams through a nationwide online ordering and delivery initiative.
NWSL secures long-term Nike agreement and short-term CBS extension
The National Women’s Soccer League and leading sportswear manufacturer Nike have signed a long-term extension agreement, which is "the largest" commercial partnership in league history.
Pirtek named official hose supplier of IndyCar, IMS
Hydraulic and industrial hose service company Pirtek has been named the official hose supplier of the NTT IndyCar Series and Indianapolis Motor Speedway.
PeaceHealth backs Eugene’s World Athletics Championships
Not-for-profit healthcare organisation PeaceHealth has agreed a deal to sponsor the 2022 edition of the World Athletics Championships in the US city of Eugene, Oregon
Nashville SC brings in Hyundai as official sleeve sponsor
Major League Soccer's Nashville SC has secured a long-term founding partnership with car manufacturer Hyundai, which will serve as the club's official automotive partner and official sleeve sponsor.
Nubank adds to Fifa’s South American supporter portfolio for Qatar 2022
Digital retail bank Nubank has been named as the second regional supporter in the South American market for the 2022 World Cup in Qatar
Sportfive to create US-focused esports unit
Global agency to develop American team to service growing sector
NBA gains equity in Sportradar as part of expanded new deal
Global sports data company also reports sharply improved quarterly earnings
Infosys to help improve MSG fan experience with digital command center
Madison Square Garden Sports and MSG Entertainment have secured a further commercial boost by bringing in Indian multinational information technology company Infosys as the official digital innovation …
Crypto.com signs landmark deal to rename the Staples Center
Agreement sets a new highwater mark in US sports naming rights