North America

US retail giant Walmart has agreed a deal to become the title sponsor of the 2022 Cyclo-cross World Championships, which will take place in Fayetteville, Arkansas, USA

Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – held sponsorship portfolios worth $487m (€420m) in 2021, up almost 6.5 per cent on 2020.

Increase in spending mirrors robust audience growth so far in 2021 season

The National Basketball Association and Swiss luxury watchmaker Tissot have secured a multiyear extension of their marketing partnership which began in 2015

The National Hockey League and Navy Federal Credit Union have announced a multiyear extension of their United States partnership in which the Virginia-based global credit union will maintain its status …

Madison Square Garden Sports and sister firm MSG Entertainment have announced a multiyear partnership renewal with American multinational investment bank and financial services company JPMorgan Chase.

Andretti Formula E has struck a multiyear agreement with blockchain contracts platform Avalanche to become the team's new title sponsor ahead of Andretti’s eighth season of the ABB FIA Formula E World C…

Hyundai Motor America has secured a deal to become a founding partner of UBS Arena and the official non-luxury import vehicle of both the National Hockey League's New York Islanders and the team's new…

Korean car brand Kia has extended its exclusive marketing partnership with the NBA for another multi-year term

Pact with exchange platform adds to team-level activity in fertile space

US-based technology giant grows existing relationship with the league

The National Basketball Association’s Los Angeles Lakers have become the latest NBA franchise to sign blockchain provider Socios.com as a sponsor.

The National Basketball Association's Washington Wizards are expanding their presence in Israel by striking a deal with Israeli-based renewable energy company Energix

The NHL’s Minnesota Wild has named the regional car dealership Twin Cities Toyota as the team's new helmet entitlement partner.

The National Football League is reportedly planning to take future sponsorship rights to the Super Bowl halftime show to the open market, with Pepsi's entitlement deal poised to end in 2022

The National Hockey League's Toronto Maple Leafs have secured a one-year partnership with social media platform TikTok, which will become the team's helmet sponsor for the 2021-22 season

League aligns with online legal services platform for new community initiative