North America

Ice Hockey

Toronto-based pizza chain Pizza Pizza has taken over the home helmet sponsorship rights to the NHL’s Toronto Maple Leafs from social media platform TikTok.
Multiple Sports

Investors in FTX have filed lawsuits against Major League Baseball and the Mercedes-AMG Petronas Formula 1 team for allegedly helping to push the sale of unregulated securities via the cryptocurrency exchange
Basketball

The YMCA of Metro Atlanta has signed as the jersey patch partner to the NBA’s Atlanta Hawks in a purpose-led collaboration between the two entities.
Motorsport

Formula 1 team Red Bull Racing is in advanced negotiations with international financial services company JP Morgan Chase about a sponsorship agreement, SportBusiness can reveal
American Football

The North America arm of Japanese automotive manufacturer Nissan has reaffirmed its commitment to the Tennessee Titans by acquiring naming rights to the NFL franchise’s new stadium.
Basketball

The National Basketball Association has announced a multi-year sponsorship deal with footwear and apparel retailer Foot Locker that makes the brand an official marketing partner in the US
Golf

The LPGA Tour Championship, the season-ending event on the US women's golf tour, is to increase prize money by more than 50 per cent next year thanks to a renewed and enhanced partnership with title sponsor CME Group, the derivatives marketplace.
US College Sport

Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
Football

Nike’s long-standing association with Concacaf is under threat after the confederation began a request for proposal (RFP) process looking to maximise its expanded inventory and new-found competition i…
Basketball

The sale of the Washington Wizards’ jersey patch to online brokerage platform Robinhood was heavily influenced by the regional sports network broadcast integrations guaranteed by the NBA franchise’s ownership group, Monumental Sports & Entertainment (MSE).
Basketball

The National Basketball Association and Skims have announced a multi-year sponsorship agreement that makes Skims, the shapewear brand, the official underwear partner of the NBA, Women’s National Basketball A…
Golf

Commercial property insurer FM Global has made its first foray into major sports sponsorship as title sponsor of a new LPGA tournament to be hosted at the TPC Boston course
Motorsport

The National Hot Rod Association (NHRA) has a new title sponsor for its premier professional series, signing up Mission Foods in a multi-year deal
Multiple Sports

Endeavor, the company that owns the IMG agency, World Wrestling Entertainment and Ultimate Fighting Championship, has announced that it is exploring “strategic alternatives” for its publicly listed sto…
Mixed Martial Arts

The Ultimate Fighting Championship (UFC) has announced that Bud Light will become its official beer in the United States in a multi-year deal that also extends its partnership with AB InBev on a global…
Basketball

The defending National Basketball Association champion Denver Nuggets has announced a jersey patch sponsorship deal with performance marketing platform and cash-back rewards provider Ibotta
Basketball

Futuristic Las Vegas entertainment venue Sphere has been named as the ‘Official Jersey Patch Partner’ of the New York Knicks – ending the NBA franchise’s 18-month search for a patch sponsor. The
Basketball

German car rental company Sixt signed a global sponsorship with the LA Lakers, but a US-only deal with NBA rival, the Chicago Bulls.