Canada
Carlsberg partners with Canada Soccer, CPL
Canada Soccer announced Carlsberg as the official beer and non-alcoholic beer of the governing body’s national teams and the Canadian Premier League.
Gatorade Canada partners with PWHPA
Gatorade Canada has announced a new partnership deal with the Professional Women’s Hockey Players Association ahead of their upcoming fourth season that kicks off on October 14 in Montreal, Canada.
Purex named NHL’s official laundry detergent
The National Hockey League has secured a multiyear Canadian partnership with Henkel Canada in which the multinational chemical and consumer goods company's Purex brand has been named the league's official…
Nike suspends sponsorship with Hockey Canada
Amid the fallout of sexual assault scandals with Hockey Canada, the country's ice hockey governing body, American athletic clothing brand Nike has suspended its sponsorship after other sponsors did the…
Islanders, Senators announce new helmet sponsors
The National Hockey League's New York Islanders and Ottawa Senators have both announced new helmet sponsorship deals for the upcoming 2022-23 season, reflecting continued corporate interest in the asset
CCM named official equipment supplier of PWHPA
Hockey equipment designer and manufacturer CCM has been named the new official equipment sponsor of the Professional Women’s Hockey Players Association ahead of the upcoming fourth season.
Maple Leafs, Coyotes strike NHL jersey patch sponsorship deals
The National Hockey League's Toronto Maple Leafs will wear a "Milk" logo on their home and road uniforms following a multiyear jersey patch partnership with Dairy Farmers of Ontario
Oilers hire Athletes First to find jersey patch partner
The National Hockey League's Edmonton Oilers have appointed New York-based sports marketing agency Athletes First Partners (A1 Partners) on an exclusive basis to find a jersey patch partner.
Montreal Canadiens bring in RBC as home jersey sponsor
The National Hockey League's Montreal Canadiens have named Canadian multinational financial services company Royal Bank of Canada as the team's inaugural home jersey sponsor in a multiyear partnership,…
Barcelona secures regional renewal with Scotiabank
Spanish LaLiga club FC Barcelona has signed a renewal to its regional sponsorship contract with Canadian financial institution Scotiabank
Data Snapshot: US Domestic Soccer 2022
The National Women’s Soccer League (NWSL) has increased its number of sponsors from eight at the time of last year’s edition of this snapshot to 11 this year. Its portfolio valuation now sits at an estimated average annual value of $17.5m (€17.1m) across the 11 agreements.
Toronto FC, BMO seal extension of foundational partnership
MLS expands pact with Canadian financial services company in new 10-year term
RBC cuts ties with LIV Golf’s Johnson, McDowell
Prominent PGA Tour corporate partner ends sponsorship agreements with two top players joining rival property
Data Snapshot: NHL 2021-22
NHL sponsorship revenue has grown at double-digit YoY percentage increases over the last decade, according to the league, and the trend continued into the 2021-22 season as the worst effects of Covid-19 pandemic on the league’s event programme fell away.
NHL, NHLPA secure multiyear Hyundai deal in Canada
Car manufacturer Hyundai Auto Canada has secured a wide-ranging, multiyear partnership in Canada with the National Hockey League and NHL Players’ Association.
NHL unveils sponsorship activations for Stanley Cup Playoffs
The National Hockey League has unveiled an expansive list of sponsorship activations within the United States and Canada during the 2022 Stanley Cup Playoffs
Real Madrid, Blue Jays enhance facilities with Daktronics deals
US audiovisual systems provider expands footprint with two new pacts
Flutter Entertainment brands and PointsBet sponsor MLSE teams in Ontario market
Flutter Entertainment has signed a multi-brand sponsorship deal with Maple Leaf Sports & Entertainment (MLSE) to take advantage of the newly-regulated sports betting and online casino opportunities in…