Americas
Neoenergia becomes first dedicated sponsor of Brazilian women’s football
The Brazilian Football Confederation (CBF) has agreed a deal for energy company Neoenergia to become the first exclusive sponsor its women’s national team.
Modelo named official import beer of Kraken, Climate Pledge Arena
National Hockey League expansion team Seattle Kraken has announced Modelo as the official import beer partner of the franchise and Climate Pledge Arena
MLB aligns with high-profile startup for NFT project
League looks to grow its profile in emerging digital collectibles market
Sportfive: Mickelson “definitely got everybody’s attention”
Global agency working on both short- and long-term opportunities for golfer
Horns Up, Limes In – Corona & University of Texas at Austin
In Q1 2020, UT beer partner Corona leveraged its rights around the Texas Longhorns basketball team with a programme led by a pair of limited edition co-branded sneakers.
Sales tear continues for Dick’s Sporting Goods
American retailer reports robust earnings for fiscal first quarter
São Paulo signs latest short-term kit sponsorship with Amazon Prime Video
Brazilian Série A football club São Paulo has signed a short-term shirt sponsorship deal with streaming service Amazon Prime Video.
PSG furthers US drive with LA retail store in Fanatics tie-up
French Ligue 1 club Paris Saint-Germain has set a first for a European football team by opening a permanent retail store in the US as part of its deal with global sports merchandising company Fanatics
NHL strikes US-based partnership deal with Shavelogic
Pact represents shaving equipment company's first with a pro sports league
Title sponsorship for PGA’s Charles Schwab Challenge extended until 2026
Investment services company Charles Schwab has agreed a deal with the PGA Tour to extend its title sponsorship of the Charles Schwab Challenge to 2026
XP joins top rank of Brazilian Olympic Committee sponsors
Investment management company XP has become one of four top-tier official sponsors of the Brazilian Olympic Committee (COB) in a deal from 2021 to 2024
São Paulo ‘seeking long-term commitment’ from LG’s return
South Korean electronics company LG has rekindled its association with Campeonato Brasileiro Série A football club São Paulo.
WNBA joins PointsBet portfolio in women’s sports league first
Sportsbook operator PointsBet has become an 'Authorised Gaming Operator' of the Women's National Basketball Association (WNBA)
Mickelson set for further commercial boost after golf major win
Popular figure becomes oldest men's golfer ever to win a major tournament
Motorola signs jersey patch deal with Milwaukee Bucks
Team is third in the NBA to align with the US telecom company
US Soccer, SUM to end long-running commercial relationship
Federation set to bring commercial rights in-house after next year
Indian Wells Masters to return to ATP, WTA calendars, LTA unveils sponsorship
The Indian Wells Masters tennis tournament, one of the leading events on the ATP and WTA Tours, will return in October after more than two years
NBA develops new ‘That’s Game’ global brand campaign
New marketing effort spotlights intensity of league's competition, cultural impact