Americas
UFC to build Howler Head’s presence in whiskey market
The Ultimate Fighting Championship has opened up a new sponsorship category after agreeing a multi-year deal with Howler Head Whiskey
NFL, Disney unveil co-branded Junk Food Clothing apparel line
The National Football League and Walt Disney Co. have partnered with vintage T-shirt company Junk Food Clothing to create a capsule collection ahead of next week's NFL Draft.
PFL secures DraftKings, Twitter partnerships
The Professional Fighters League has secured a double commercial boost by striking a sportsbook partnership with leading US gaming operator DraftKings and a content agreement with social media platform…
Estate of Kobe Bryant parts ways with Nike
Late NBA superstar's widow unable to reach new deal with brand
LA Rams, Rocket Mortgage leverage partnership for NFL Draft
The National Football League's Los Angeles Rams have leveraged their partnership with leading mortgage lender Rocket Mortgage to create the officially-named Rocket Mortgage Draft House for next week's…
FC Diez Media retains Conmebol club competition rights to 2026
The South American Football Confederation (Conmebol) has opted to retain FC Diez Media as the agency to market commercial rights to its club competitions from 2023 to 2026
Suns, FanDuel to open sportsbook inside Phoenix Suns Arena
The National Basketball Association's Phoenix Suns and leading US gaming operator FanDuel will open a retail sportsbook inside Phoenix Suns Arena as part of an expansive agreement.
Hyperice gains NWSL integration with OL Reign partnership
Hyperice, the increasingly prominent recovery and performance technology company, has gained further integration within professional soccer by announcing a multiyear partnership with National Women's Soccer…
Brazilian, South African NOCs announce new sponsorships 100 days before Tokyo
The Brazilian Olympic Committee (COB) has signed up department store Riachuelo as a sponsor
VfL Wolfsburg to become official kit sponsor of US soccer team Chattanooga FC
German Bundesliga club VfL Wolfsburg has become the official kit sponsor of United States lower-league soccer team Chattanooga FC as part of an expanded partnership
SailGP, Oracle expand data partnership to improve fan experience
International sailing championship SailGP and US multinational computer technology company Oracle have expanded their data partnership to help improve team performances and the fan experience
MLS brings in University of South Carolina as new official education partner
Major League Soccer has announced a multiyear partnership with the University of South Carolina, which has been designated an official education partner of MLS
PGA Tour, DraftKings to build retail sportsbook at TPC Scottsdale
The PGA Tour and leading US gaming operator DraftKings have announced plans to open and operate a premium retail sportsbook at TPC Scottsdale as part of an expanded partnership.
IMG Academy secures Select ball supply deal
IMG Academy, the IMG agency’s sports and educational performance unit, has signed a sponsorship contract with football equipment manufacturer Select.
Boston College, New Balance strike 10-year apparel partnership
Boston College has struck a 10-year footwear and apparel partnership with New Balance worth a reported $45m
MLS, Procter & Gamble strike multifaceted partnership
Major League Soccer has announced a multiyear, multifaceted partnership with American multinational consumer goods corporation Procter & Gamble ahead of its 26th season
NFL brings in Cisco as official technology partner
The National Football League has announced a multiyear partnership with US global technology company Cisco, which has been designated an official technology partner of the NFL.
Uefa offers regional Champions League packages in China, US using virtual LED ads
European football governing body Uefa is launching regional sponsorship packages in China and the US market for its flagship Uefa Champions League tournament