Canada
Whelen renews wide-ranging Nascar partnership
Nascar, the North American stock car-racing series, has agreed a multi-year extension to its partnership with US signaling devices manufacturer Whelen Engineering.
MLS signs first audio sponsor
Audio products manufacturer JLab Audio has agreed a deal to become the first official audio partner of North America’s Major League Soccer.
NFL signs stats-focused partnership with Amazon
The NFL has entered into a partnership with the Amazon Web Services division of internet company Amazon.
Nascar renews long-running Goodyear partnership
North American stock car-racing series Nascar has extended its partnership with tyre manufacturer Goodyear.
Major League Baseball extends StubHub partnership
North America’s Major League Baseball has renewed its partnership with online ticket exchange StubHub.
Rugby Canada brokers extension with shirt sponsor
The Rugby Canada national governing body has renewed its sponsorship deal with global equity, foreign exchange and precious metals broker Velocity Trade.
Toyota backs Canadian Olympic, Paralympic Committees
Japanese automotive manufacturer Toyota has agreed sponsorship deals with the Canadian Olympic Committee and the Canadian Paralympic Committee.
NHL’s Maple Leafs get comfortable with new partner
Mattress and sleeping accessories firm Casper has secured its first commercial agreement in the professional sports market by entering into a partnership with the Toronto Maple Leafs NHL ice hockey team.
IndyCar seeks new title sponsor with Verizon to depart
IndyCar is searching for a new title sponsor after US telecommunications company Verizon opted to end its backing of the North American motor-racing series.
Kia renews NBA partnership
Korean automotive manufacturer Kia has signed a multi-year extension to its partnership with the NBA basketball league.
ITTF secures presenting sponsor for Women’s World Cup
Health care products manufacturer Polar Naturals has been named as the presenting sponsor of the 2017 edition of the International Table Tennis Federation’s Women’s World Cup.
MLB signs latest new partner
Major League Baseball has continued its recent sponsorship drive by partnering with private office supplier W.B. Mason.
Sponsors upgrade deals with NHL franchises
NHL ice hockey franchises the Calgary Flames and Buffalo Sabres have extended and enhanced sponsorship deals with Cortex and KeyBank, respectively.
YouTube makes major sponsorship commitment with World Series deal
Major League Baseball has entered into a wide-ranging partnership with YouTube, through which the video-sharing platform’s YouTube TV service will be the presenting sponsor of this year’s World Series.
Canadian Olympic Committee joins forces with Cadillac Fairview
The Canadian Olympic Committee has partnered with Cadillac Fairview in a move that will see the organisation relocate its headquarters to one of the real estate company’s office buildings in Toronto.
NBA teams up with French drinks brand
North American basketball league the NBA has agreed a sponsorship deal with French isotonic sports drinks brand Heroic Sport.
Camping World sets first with MLB partnership
North America’s Major League Baseball has entered into a multi-year partnership with outdoor and camping products retail store chain Camping World.
MLS signs wine sponsor
Major League Soccer has signed a multi-year sponsorship deal with Excelsior Wines, North America’s largest importer of South American wines.