North America

The United Soccer League's USL League One is launching an inaugural in-season cup competition with Jägermeister as the entitlement sponsor for the tournament in a new sponsorship deal.

Sports marketing veteran Jeff Ehrenkranz has joined Hirschfeld Marketing Solutions as president of the Huntersville, North Carolina-based agency

Charlotte-based bank Truist Financial Corp is one of multiple banking and insurance sector suitors seeking to take over the title rights to the PGA Tour tournament currently known as the Wells Fargo Championship

Major League Cricket has announced IT services company Cognizant as the league's title sponsor ahead of its second season.

CBS Sports and TNT Sports are not concerned about a potential viewership dip at this year's NCAA men's basketball tournament after last year's lowest-performing championship game and an absence of star…

Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…

The Kansas City Current have unveiled features of its new home, CPKC Stadium, which the National Women's Soccer League side claims is the world's first purpose-built ground for women's professional sport

FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.

Inter Miami has reaped the benefits of signing Lionel Messi by striking the most valuable shirt sponsorship deal in Major League Soccer. SportBusiness Sponsorship analyses the league's shirt sponsorship market and league-level marketing category.

Shipping company FedEx has ended its stadium naming-rights deal with the National Football League's Washington Commanders two years early

TKO Group Holdings, the Endeavor-owned public company created by the merger of Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has reported revenue for the 2023 financial…

Borussia Dortmund is eyeing a doubling of its sponsorship revenue emanating from the United States after opening its inaugural office in the Americas, chief executive Hans-Joachim Watzke has declared

Kia's arena-naming rights agreement with the Orlando Magic is designed to give the firm a coast-to-coast profile in the US and cement its position in Orlando where it is second only to Toyota for car sales.

Current and former members of the Canada Soccer board have been hit with a C$40m ($29.6m/€27.4m) lawsuit over approving the 2018 award of a long-term media and sponsorship rights contract to Canada Soccer Business.

Insurance company New York Life has bolstered its sports sponsorship portfolio through deals with Major League Baseball and US Soccer.

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

JPMorgan Chase, the US multinational investment bank and financial services company, has struck a short-term naming rights deal for the home stadium of Major League Soccer's Inter Miami CF.

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.