Americas
Kansas City NWSL brings in Blue KC as sleeve sponsor
National Women’s Soccer League expansion team Kansas City NWSL has announced a partnership with health insurance provider Blue Cross and Blue Shield of Kansas City, which has become the official sleeve p…
NBCUniversal again pacing ahead of Rio for Tokyo 2020 ad sales
Large collection of new sponsors help fuel robust network totals
Socios.com adds Corinthians to football portfolio
Fan engagement platform Socios.com has continued its sports partnership drive after agreeing a deal with Campeonato Brasileiro Série A football club Corinthians.
Unibet enters Nascar landscape with Stewart-Haas Racing partnership
Unibet, the Kindred Group’s online gaming brand, has unveiled a partnership with Nascar team Stewart-Haas Racing and driver Kevin Harvick to further grow its presence in the United States, specifically in…
FTX expands sports presence with five-year MLB partnership
Cryptocurrency exchange FTX has taken another significant step to enhance its presence within the global sports industry by striking a five-year international partnership with Major League Baseball
Virtual Pro Bowl – EA Sports & the NFL
In October 2020, the NFL cancelled the 2021 Pro Bowl under the pressures of the pandemic. Instead, long-time NFL gaming partner EA Sports transformed the Pro Bowl into a star-studded real-time gaming event.
Topps reports robust sales, raises full-year forecast
Trading card company continues to benefit from ongoing collectibles boom
LPGA enhances data and analytics with expanded KPMG partnership
KPMG, the American audit, tax and advisory firm, has expanded its partnership with the Ladies Professional Golf Association by becoming the organization's official data and analytics partner
Nassib has top-selling NFL jersey after coming out as gay
Las Vegas Raiders defensive end Carl Nassib has had the top-selling jersey on the National Football League's e-commerce partner Fanatics since becoming the first active NFL player to come out as gay
Vistaprint named Washington Football Team’s official design partner
The National Football League's Washington Football Team has announced a multi-faceted, multiyear partnership with e-commerce marketing company Vistaprint, which has been designated the team's official…
Pocono Organics becomes first CBD company to title-sponsor Nascar Cup Series race
Nascar has taken a major step to embrace the cannabidiol (CBD) industry by allowing Pocono Organics to become the entitlement sponsor of the Cup Series race scheduled for June 26 at Pocono Raceway, Pennsylvania
Dafabet adds Palmeiras to portfolio, Betsul signs Internacional deal
Betting operator Dafabet has become the first sports betting sector company to sponsor Brazilian Série A club and last season’s Copa Libertadores champions Palmeiras.
NHL helmet sponsorships now permanent after one-year trial
The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…
BioSteel expands into US soccer landscape with Kansas City NWSL deal
National Women's Soccer League expansion team Kansas City NWSL has struck a partnership with sports drink company BioSteel, which will become the team’s official hydration partner.
Wilson introduces new official NBA game ball
NBA players Young, Murray named Advisory Staff members to company
Chief Hockey Officer – Budweiser & the NHL
Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.
Brady, Mahomes to grace cover of “Madden NFL 22”
Super Bowl LV rivals reunite as lead marketing figures for iconic video game
NBCUniversal ‘seeks’ record $6m for Super Bowl LVI ad slot
NBCUniversal is reportedly seeking a record $6m for a 30-second advertising slot for Super Bowl LVI, which is scheduled to be held on February 13, 2022, at SoFi Stadium in Los Angeles