Americas
British Columbia Lottery Corp. strikes Genius Sports data partnership
The British Columbia Lottery Corporation (BCLC) has secured a multiyear partnership with data and technology company Genius Sports to support its sportsbook operations as Canada legalizes single-event…
Big3 secures Verizon partnership, Olympic star Bulut
The Big3 basketball league has secured a wide-ranging partnership with American telecommunications giant Verizon, which has been designated the presenting partner of the league's playoff and championship …
Hockey 24 – Scotiabank & the NHL/Hockey Canada and more
In May 2020, Canadian broadcasters Sportsnet and TVA Sports aired ‘Hockey 24’, a branded documentary by Canadian bank and ice hockey sponsor Scotiabank that continued the trend toward brand-funded features.
PFL partners with HotelPlanner
The Professional Fighters League has partnered with travel technology company HotelPlanner to become the organization's official hotel booking partner.
Wolves unite with Evil Geniuses as owner Fosun takes minority stake
Wolverhampton Wanderers has agreed a wide-ranging tie-up with Evil Geniuses through which the English Premier League football club’s owner, Chinese conglomerate Fosun, has acquired a minority stake in t…
Therabody makes esports play with NRG in Excel-brokered deal
Technology wellness company Therabody has signed as the ‘Official Recovery Partner’ of competitive esports team NRG and its Overwatch team the San Francisco Shock.
Oracle secures Warriors practice facility naming rights
The Golden State Warriors have expanded their long-running partnership with American multinational computer technology company Oracle to include the naming rights to the National Basketball Association…
Houston Rockets bring in Credit Karma Money as jersey sponsor
The National Basketball Association's Houston Rockets have brought in Credit Karma Money as their jersey sponsor as part of a multiyear agreement with the financial services company.
Codere signs with River Plate ahead of Nasdaq listing
Betting operator Codere has signed as the official betting sponsor of Argentine football club River Plate
Fortnite Stadium – Verizon & the NFL
In February 2021, the NFL restricted the live stadium attendance for the Super Bowl, so Verizon sought to keep fans connected via a 5G experience mash-up inside the Fortnite battle royale game.
US politicians attack Beijing 2022 sponsors
American politicians opposed to the Beijing 2022 Winter Olympics have criticised the event's US corporate sponsors during a congressional hearing
Barstool Sports secures naming, media rights to Arizona Bowl
Sports and culture media company Barstool Sports is significantly expanding its presence in the North American sports industry by securing both the naming rights and exclusive media rights to the Arizona…
Cavaliers become the latest to align with Socios.com
Fan engagement platform extends furious run of sports dealmaking
OKC Thunder secures 15-year Paycom naming rights deal
The Oklahoma City Thunder will now play at Paycom Center after the National Basketball Association team secured a 15-year naming rights deal with Oklahoma City-based software company Paycom
Borussia Dortmund sweetens portfolio in Sportfive-brokered regional Riesen deal
German Bundesliga football club Borussia Dortmund has signed up confectionery brand Riesen as a regional sponsor in North America.
The two-year deal was brokered by the Sportfive agency
Caesars, Saints on brink of finalizing $138m Superdome naming rights deal
United States-based casino operator Caesars Entertainment is on the brink of securing a $138m (€117.2
Courtside – Michelob Ultra/Microsoft & the NBA
Through the NBA’s delayed 2020 ‘bubble’ season, AB InBev brand Michelob Ultra teamed up with Microsoft to create an AI-driven virtual courtside fan experience.
Angel City brings in Gatorade as founding partner
National Women's Soccer League expansion team Angel City FC has brought in sports drink brand Gatorade as a founding partner and the team’s exclusive sports drink partner.