Americas
AFA Sports sets Olympic first with Nigeria deal, Team Canada renews sponsorship
AFA Sports has been named as the official apparel provider for the Nigerian team at the upcoming Olympics in Tokyo, becoming the first indigenous African apparel brand to feature at the Games
Having a Bud With – Budweiser & the Chicago Bulls
In April 2020, the Bulls teamed up with long-time partner Budweiser for an online branded content series featuring former players talking about the team’s title winning 1990s years.
MLB renews long-running tie with Mastercard
New term to feature heightened focus on support to small businesses
PGA Tour, Anheuser-Busch extend partnership through 2024
The PGA Tour and American brewing company Anheuser-Busch have extended their longstanding marketing relationship through 2024, in a deal which continues Michelob Ultra and O'Doul’s positions as the official b…
Sportsbet.io signs record ‘master sponsor’ deal with São Paulo
Betting operator Sportsbet.io has signed as the new 'master sponsor' of Campeonato Brasileiro Série A club São Paulo for the next three and a half years, until the end of 2024.
MLB debuts Ohtani-focused marketing spot
Two-way Japanese superstar to be key focus of MLB's All-Star Game
MLB, DraftKings include live streaming rights in expanded deal
Major League Baseball and DraftKings have expanded their long-running partnership to enable the Massachusetts-based fantasy sports and gaming operator to stream one live game per week on its app and website
Big3 expands Microsoft partnership
Ice Cube's Big3 basketball league has expanded its partnership with Microsoft, naming the multinational technology company the official technology partner of the league.
Jose Cuervo signs first tequila sponsorship of UFC
Tequila brand Jose Cuervo has signed a three-year sponsorship with mixed martial arts organisation UFC
Jersey Swap/#Échange – BMO & CF Montréal
Leveraging the team’s 2019 new jersey launch, BMO – primary sponsor of the MLS club then known as Montreal Impact – exchanged fans’ old jerseys for new ones and transformed the second-hand ones into nets for youth soccer programs in Quebec.
United Rentals named Nascar’s official rental equipment partner
American stock car racing series Nascar has secured a multiyear partnership with United Rentals, which has been designated the organization's official rental equipment partner
Hex Performance named PLL official laundry partner
The Premier Lacrosse League has named sportswear laundry detergent brand Hex Performance its official laundry partner
Socios.com expands US presence with Boston Celtics partnership
Fan engagement platform Socios.com has continued its sports partnership drive after agreeing a deal with the National Basketball Association's Boston Celtics.
As part of the agreement, Socios
PointsBet signs former NFL legend Brees as brand ambassador
Newly signed NBC Sports analyst takes equity in global gaming operator
Above the Waves – Kaiser Permanente & the NBA/Golden State Warriors
In May 2020, healthcare provider Kaiser Permanente leveraged Warriors’ star Klay Thompson’s treatment and rehabilitation after an ACL tear into a documentary about health expertise and personal resilience.
AT&T sells San Antonio Spurs stake, naming rights deal in air
US telco AT&T has sold a minority stake in the National Basketball Association's San Antonio Spurs, while the expiring naming rights deal between the two parties remains uncertain
Data Snapshot: Major League Soccer 2021
After a disrupted 2020 season, Major League Soccer stands mid-way through the 2021 campaign, its 25th year, with a sponsorship portfolio comprised of 20 brands and worth between $182m (€150m) and $216.5m on an annual basis.
Qatar Airways adds Concacaf sponsorship to its major event portfolio
The Confederation of North, Central America and Caribbean Association Football (Concacaf), has agreed a comprehensive sponsorship deal with national carrier Qatar Airways, which becomes the official airline…