Canada
Sponsorship of international federations and national governing bodies
For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.
HSBC expands portfolio with Rugby Canada deal
Banking group HSBC has secured a partnership with Rugby Canada, the national governing body for rugby union.
MLS extends Etihad Airways deal
North America’s Major League Soccer has signed a multi-year extension to its partnership with Abu Dhabi-based airline Etihad Airways.
Continental extends MLS, US Soccer partnerships
Tyre manufacturer Continental has signed multi-year extensions to its partnerships with North America’s Major League Soccer and the US Soccer national governing body.
MLS partners with Kellogg’s brands ahead of new season
North America’s Major League Soccer has agreed sponsorship deals with Kellogg’s-owned snack brands Pringles and Cheez-It.
Baseball is coming as MLB teams up with Game of Thrones
North America’s Major League Baseball has entered into a partnership with HBO that will centre on the promotion of the US pay-television broadcaster’s hit series, Game of Thrones.
PPG broadens NHL involvement with league partnership
Paint supplier PPG has entered into a partnership with North American ice hockey league the NHL.
Commonwealth Games Canada secures new kit partner
Sportswear company Kukri has agreed a partnership with the Commonwealth Games Canada (CGC) organisation.
NBA raises a glass to Jack Daniel’s partnership
North American basketball league the NBA has entered into a multi-year partnership with Tennessee whiskey brand Jack Daniel’s.
Canadian Olympic Committee claims first with SAS deal
The SAS Canada subsidiary of data analytics specialist SAS has entered into a partnership with the Canadian Olympic Committee (COC).
Aviva links up with Canadian NHL franchises
Insurance company Aviva has secured partnerships with Canada-based NHL ice hockey teams, the Toronto Maple Leafs and Toronto Raptors.
IndyCar stays on track with Firestone
Tyre company Firestone has extended its long-running association with North American motor-racing series IndyCar.
RBC extends long-standing commitment to Canadian Olympic team
Canadian banking group RBC has extended its partnership with the Canadian Olympic Committee (COC).
NHL teams up with Mitsubishi Electric in Canada
Mitsubishi Electronic, the home electronics arm of Japan’s Mitsubishi Group, has entered into a Canada-focused partnership with North American ice hockey league the NHL.
Nascar unveils rebranding effort following Monster Energy deal
Nascar has confirmed that its premier series will be officially known as the Monster Energy Nascar Cup Series from January 1 as part of a wide-ranging rebranding process undertaken by the North American stock-car racing series.
Sonnet seeks to build brand awareness with NHL partnership
Canadian insurance company Sonnet has agreed a multi-year partnership covering its home country with ice hockey league the NHL.
Rugby Canada brokers sevens-focused partnership with Velocity Trade
The Rugby Canada national governing body has entered into a partnership with global equity, foreign exchange and precious metals broker dealer Velocity Trade.
Nikon maintains Fina focus for Windsor’s upcoming Worlds
Fina, the global governing body of aquatic sports, has agreed a deal with Nikon for the Japanese consumer electronics manufacturer to sponsor its upcoming World Swimming Championships (25m).