North America

The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet

The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union

LAFC has extended its partnership with the Los Angeles County Metropolitan Transportation Authority (Metro), which is designed to encourage fans to take the Expo Line or Silver Line to the Major League …

The National Hockey League's Vegas Golden Knights have signed a multiyear partnership with The Juice Standard, a Las Vegas-based cold-pressed juice restaurant.

International financial services company American Express has agreed to become the title sponsor of the PGA Tour’s Desert Classic Pro-Am event in Palm Springs, California, in a multiyear deal.

Amazon-owned streaming platform Twitch will become a founding partner of the Raiders' Allegiant Stadium in Las Vegas from next year. Terms of the deal were not disclosed.

US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect

NFL American football team the Miami Dolphins has agreed a new sponsorship deal with RoofClaim.com, a residential roof-replacement service. The partnership for the 2019 season makes RoofClaim

Local casino operator expands sports sponsorship profile with Cardinals tie-in

The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.

Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.

NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.

Presenting the Total Health Forum with the NBA allowed Kaiser Permanente to integrate its brand with the US healthcare community and amplify that integration via digital/social extensions.

NFL American football franchise the San Francisco 49ers has agreed a multi-year partnership with online eyewear company Zenni Optical

The Philadelphia Flyers and Wells Fargo Center have entered into an agreement with SugarHouse Casino and PlaySugarHouse.com to become their official sportsbook partners

NFL stadium in Denver receives its fourth name in less than two decades

Soft drinks brand Pepsi has renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the National Football League

The Buffalo Bills have became the latest NFL team to sign an ‘Official Casino’ deal – expanding its partnership with Seneca Resorts & Casinos. T

The National Football League has entered into a multiyear licensing agreement with Men’s Wearhouse and Jos. A.

The North American division of Japanese automotive manufacturer Nissan has expanded its partnership with the National Collegiate Athletic Association by becoming an official corporate partner of NCAA men’s b…

The NFL’s Green Bay Packers has upgraded its long-term partnership with the Oneida Nation casino operator to the level of ‘Official Casino of the Green Bay Packers’. T

The Overwatch League has announced a multi-year partnership with Kellogg's, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company's Cheez-It and Pringles products

Anheuser-Busch InBev-owned alcoholic seltzer brand Bon & Viv has become the ‘Official Hard Seltzer Sponsor of the NFL’.

Financial services company Credit One Bank will partner with the new Las Vegas NFL franchise on two fronts, starting in 2020.

Comcast-owned telco Xfinity has agreed a deal to become presenting sponsor of esports competition the Overwatch League’s 2019 season finale.

The National Football League has announced a four-year agreement with leading eyewear and sport lifestyle brand Oakley to become the league’s official helmet visor provider, a new sponsorship category f…

Payment services brand Mastercard has expanded its existing, global partnership with Riot Games for the League of Legends esports series

Cereal brand Kellogg’s Frosted Flakes has agreed a deal to title sponsor the Sun Bowl college American football game, which will now be known as the Tony the Tiger Sun Bowl.

The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs

NFL American football franchise the Tampa Bay Buccaneers has agreed a multi-year partnership with fast food restaurant chain PDQ

Canadian brand Gateway Casinos & Entertainment has signed as the first Official National Land-Based Casino Partner of the NFL in Canada

Glass technology company Corning Gorilla Glass has signed up as a founding partner of the Premier Lacrosse League

The Dallas Mavericks and e-commerce app and marketplace 5miles have mutually agreed to end their jersey sponsorship deal, as the NBA basketball franchise seeks out a new partner that can put the team “at t…

Japanese car brand Honda has signed as the exclusive automotive partner of League of Legends in North America

American Airlines has become the inaugural “founding partner” of the $5bn Los Angeles Stadium and Entertainment District in Inglewood, California, and has secured the naming rights to its plaza area. A 2.5-a

The NBA has unveiled a series of commercial partners for the basketball league’s 2019 Global Championship, which features the best young basketball players from around the world. AT&T, Beats by Dr.

Major League Soccer expansion team Inter Miami CF has named Heineken as its first official sponsor