Americas
Learfield IMG College, Elevate Sports unveil US collegiate strategic partnership
The Learfield IMG College agency and sports and entertainment consulting firm Elevate Sports Ventures have announced a strategic partnership designed to deliver new revenue growth opportunities across …
Shapiro: Endeavor IPO will provide flexibility, cut debt and accelerate growth plans
Endeavor’s initial public offering will generate funds to provide “flexibility” over how the business is run, pay down debt and enable further acquisitions, according to Mark Shapiro, president at the s…
Boston College Football, Adidas strike three-year apparel partnership
Boston College has followed up a wide-ranging footwear and apparel partnership with New Balance by bringing in Adidas to outfit its football program.
Flamengo adds Mercado Livre as shirt sponsor in R$30m deal
Campeonato Brasileiro Série A football club Flamengo has signed a shirt sponsorship deal with e-commerce and financial services firm Mercado Livre.
MLB expands Spectrum Solutions tie to include MiLB testing
Saliva-based virus testing to be conducted across affiliated minors
Men’s Journal sponsors IMG’s Formula Drift and Escape from Alcatraz Triathlon
Men's lifestyle magazine Men’s Journal has become the official lifestyle media partner of motorsport series Formula Drift and the Escape from Alcatraz Triathlon in deals brokered by the IMG Agency.
Angel City FC appoints Women’s Sports Group to build global brand
NWSL expansion club continues to expand ambitions
Therabody adds Mets to sponsorship portfolio
Tech wellness company Therabody has further integrated within Major League Baseball by striking a partnership with the New York Mets
WWE appoints long-serving Fox executive Lilien to SVP, sponsorship sales role
World Wrestling Entertainment has appointed Claudine Lilien, a long-time executive at media group Fox, as senior vice-president and head of global sales and partnerships
Sale of LeBron James card matches industry record
Highly rare card of NBA superstar rises in status as coveted collector item
Toyota, USA Ski & Snowboard reunite in multiyear partnership
US Ski & Snowboard has struck a multiyear partnership with car manufacturer Toyota through the 2026 Winter Olympics after a two-year hiatus between the two parties
49ers unveil extensive marketing campaign to celebrate 75th anniversary
The National Football League's San Francisco 49ers have unveiled a yearlong marketing campaign to celebrate the team's 75th anniversary
Biles leaves Nike to partner with Gap’s Athleta brand
American superstar gymnast Simone Biles has ended her long-standing relationship with Nike to strike a new apparel partnership with Gap's Athleta brand
Breeders’ Cup selects JMI Sports as exclusive sponsorship sales agency
US-based media rights and venue development company JMI Sports has been retained by the Breeders’ Cup as the exclusive sponsorship sales agency for the classic horseracing property.
Heineken USA strikes beer, hard seltzer partnership with UBS Arena
Heineken USA has become the exclusive beer and hard seltzer partner of UBS Arena, the new $1.1bn home of the National Hockey League's New York Islanders
Data Snapshot: NHL 2020-21
NHL sponsorship revenues continued their upward trajectory in the 2020-21 season, despite the effects of Covid-19 on the league’s event programme.
FC Cincinnati secures naming rights deal with Total Quality Logistics
Major League Soccer's FC Cincinnati will soon play at TQL Stadium after securing a naming rights deal with Ohio-based national freight brokerage firm Total Quality Logistics
Thunder seeks new arena naming rights partner
The National Basketball Association's Oklahoma City Thunder is seeking a new arena naming rights partner after Chesapeake Energy Corp