Latin America

South Korean car maker Hyundai Motor has signed as a new top-tier sponsor of South America’s main club competition, the Copa Libertadores, for three years until 2026. 

Brazilian bank Itaú Unibanco has agreed a four-year extension to its presenting sponsorship deal with tennis’ Miami Open.

Brazilian football giants Palmeiras has signed off a new lucrative deal with Sports Hub, for the Brazilian technology solutions company to continue selling its perimeter LED board and on-pitch advertising assets to 2029.

Sportingbet ran an influencer-led campaign in Brazil to tee up its sponsorship of the 2023 Copa Libertadores.

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.

Concacaf has agreed a seven-year confederation-wide ball supply sponsorship deal with Japan-based sports equipment brand Molten

Saudi-owned oil entity Aramco has announced an expansive sponsorship deal with Concacaf, the governing body for football in North and Central America and the Caribbean.

Sports betting firm Betano has bolstered its sponsorship portfolio in South America after today announcing a new four-year deal with the South American Football Confederation (Conmebol).

E-commerce platform Mercado Livre has acquired the naming rights to the Pacaembu Stadium in São Paulo in a deal stretching over 30 years.

Wanda Sports Group has renewed an exclusive commercial agreement with the Argentinian Football Association (AFA) to broker sponsorship agreements in China until the end of 2024

São Paulo FC has named online bookmaker Superbet – a newcomer to the Brazilian market – as the club’s new master sponsor on a three-year deal from 2024 to 2026. Th

Campeonato Brasileiro Série A club Corinthians has signed the “largest master sponsorship contract" in the history of Brazilian football with online betting company VaideBet.

Online cryptocurrency gambling platform Stake has expanded its presence in football with the acquisition of Brazilian club Juventude’s front-of-shirt sponsorship rights. 

A federal sports betting marketplace will be launched in Brazil, after the country passed regulations to finally bring clarity to the activity.

Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil

Members of newly promoted Brazilian Série A side Esporte Clube Vitória have voted to approve a new stadium naming rights deal with escort company Fatal Model while also rejecting a proposal to sell club naming rights to the same company. 

Brazilian media group Globo has reclaimed rights to the Copa América after securing exclusivity in the country to next year’s tournament, while brewing giant AB InBev will sponsor the event through its Michelob Ultra brand.

Confederation of North, Central America and Caribbean Association Football (Concacaf) sponsors Modelo, Qatar Airways, Toyota and Valvoline have stepped up their backing of the governing body by becoming the founding partners of its new W Gold Cup competition.