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Global recruitment specialist Hays is using partnerships within the City Football Group (CFG) portfolio to increase brand awareness and engagement, Sholto Douglas-Home, chief marketing officer told Sports Sponsorship Insider.

The Dunkin' quick service restaurants brand, the Official Coffee of the New York Giants, has signed a one-year promotional partnership with the NFL club’s running back Saquon Barkley.

Major League Baseball team the New York Yankees has agreed a sponsorship deal with insurance and investment organisation Starr Companies.

Streaming service Hulu has entered into a partnership with the Madison Square Garden Company (MSG).

Rideshare company Lyft has sealed a partnership with top New York sports and entertainment venue Madison Square Garden.