Americas
Excel Sports Management acquires Block Six Analytics
US sports management and marketing agency Excel Sports Management has acquired the Chicago-based data insights and sponsorship valuation company Block Six Analytics (B6A)
UFC, Modelo extend marketing partnership
The Ultimate Fighting Championship has extended its partnership with Modelo, which was designated the mixed martial arts organization's official beer in 2018
Xbox buys into FA’s inclusivity agenda as gaming sponsor
Video gaming brand Xbox has become the official gaming partner of the England Football Teams under a new deal with the Football Association
ALE agrees one-year extension with Corinthians
Campeonato Brasileiro Série A football club Corinthians has agreed a one-year extension to its shirt sponsorship deal with fuel distribution company ALE.
Barranquilla lands 2027 Pan American Games, Mitsubishi to sponsor 2023 edition
Barranquilla has been appointed as the host city of the 2027 Pan American Games, marking the second time that Colombia will stage the multi-sport event
NFL finalizes agreements with four approved US sportsbooks
Operators gain rights to purchase in-game commercial inventory
PGA Tour, Tito’s Handmade Vodka seal multiyear marketing deal
The PGA Tour has announced a five-year marketing partnership with Tito’s Handmade Vodka, which has been designated the official vodka of the PGA Tour and PGA Tour Champions.
Let’s Rally – Bank of America & MLB
Mid-pandemic, in July 2020, Bank of America shifted its MLB activation from awareness to focus on a social good campaign supporting Boys & Girls Clubs of America.
Judge rejects Under Armour’s bid to dismiss UCLA lawsuit
A Los Angeles judge has ruled that Under Armour does not have grounds to dismiss a lawsuit from the University of California, Los Angeles (UCLA) in relation to the US-based sportswear brand’s termination o…
Palmeiras extends record Crefisa shirt deal, América signs bookmaker as main sponsor
Palmeiras has signed a three-year extension to its contract with main sponsors, financial services group Crefisa and São Paulo-based education centre Faculdade das Américas (FAM), an agreement the Campeonato B…
San Francisco 49ers unveil Supporters Club, Clorox partnership
The National Football League's San Francisco 49ers are looking to engage their fanbase both in the United States and worldwide by unveiling a premium Supporters Club
Michelob Ultra commits $100m to support women’s sports
To mark Women's Equality Day, Michelob Ultra has announced it will commit $100m (€85m) over the next five years to help increase visibility for women's sports and female athletes.
Dick’s Sporting Goods extends run of record financials
American sporting goods retailer raises full-year sales forecast for second time
T1Markets signs with Argentinian FA in Europe-only deal
The Argentinian Football Association has struck a regional sponsorship with online trading platform T1Markets as a new digital sponsor
San Francisco 49ers bring in Stash as personal investing partner
The National Football League's San Francisco 49ers have unveiled a multiyear partnership with financial technology company Stash, which has been designated the team's personal investing sponsor
Made for Those Who Drive Hockey – Hyundai & Ottawa Bandits
In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.
Socios.com grows sports presence further with CPL deal
The Caribbean Premier League has become the latest sports property to sign a deal with blockchain provider Socios
Braves sign pair of student-athlete NIL deals
Agreements represent a new link between a MLB club, college sports