Canada
Major League Baseball extends Game of Thrones partnership
North America’s Major League Baseball has renewed its Game of Thrones-focused partnership with US pay-television broadcaster HBO.
YouTube TV sets first with NBA Finals sponsorship
YouTube TV, the cable-free live television service of video-sharing company YouTube, has been unveiled as the presenting partner of the NBA basketball league’s Finals series.
PNC Bank makes move into sports sponsorship with Nascar deal
US financial services company PNC Bank has agreed its first major sports sponsorship through a deal with North American stock car-racing series Nascar.
NBA teams up with Headspace
The NBA basketball league has entered into a partnership with meditation and mindfulness app Headspace.
Heineken renews MLS sponsorship
North America’s Major League Soccer has extended its partnership with Dutch brewing company Heineken.
MLS teams up with outdoor clothing brand
North America’s Major League Soccer has entered into a partnership with outdoor apparel and equipment manufacturer Columbia Sportswear.
MLB signs double deal ahead of new season
North America’s Major League Baseball has agreed sponsorship deals with shaving cream company Barbasol and Kingsford Charcoal.
Anheuser-Busch rekindles Nascar ties
US brewery Anheuser-Busch has agreed a new partnership with Nascar, marking its return to the North American stock car-racing series following an 11-year absence.
MLS signs cereal sponsor
Cereal company Post Consumer Brands has agreed a sponsorship deal with North America’s Major League Soccer.
MLB signs partner to aid communications at ballparks
Major League Baseball has entered into a multi-year partnership with business communications company Mitel in a move designed to enhance the technology offering at ballparks.
Snapple signs MLB partnership
North America’s Major League Baseball has agreed a sponsorship deal with soft drinks brand Snapple.
Liverpool signs Canadian partner
English Premier League football club Liverpool has entered into a partnership with Petro-Canada Lubricants (PCLI), a refiner and lubricant manufacturer.
Hockey Canada lands new partner
Hockey Canada, the country’s national governing body for ice hockey, has entered into a partnership with Konica Minolta Business Solutions.
PepsiCo continues as major NHL partner
North American ice hockey league the NHL has extended its partnership with US multinational food and beverage corporation PepsiCo.
MLB teams up with haircare company
North America’s Major League Baseball has agreed a multi-year sponsorship deal with haircare specialist Regis Corporation.
Air Canada extends backing of Canadian Olympic, Paralympic Committees
Air Canada has renewed its sponsorship deals with the Canadian Olympic Committee and Canadian Paralympic Committee.
Under Armour sets first with Canadian Olympic Committee deal
US sportswear manufacturer Under Armour has partnered with the Canadian Olympic Committee in a move that marks its first sponsorship deal with a national Olympic governing body.
NHL signs new partner for Canadian market
Yoghurt brand Oikos has agreed a Canada-focused sponsorship deal with the NHL ice hockey league.