North America

American Football

US telecommunications giant Verizon has further deepened its commercial relationship with the National Football League, striking a new deal with the Detroit Lions to become the franchise's official 5G network.
Baseball

Major League Baseball has continued to push its green credentials, announcing WM, a leading environmental services provider, as its first league-wide sustainability sponsor
Motorsport

Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'
Basketball

Global venture capital firm Cleveland Avenue has deepened its ties with WNBA side Phoenix Mercury by announcing an innovative revolving jersey patch sponsorship deal with the team.  
Multi-sport

The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).
American Football

Rocket Mortgage has created the 'Dreammate' campaign to amplify its role at the 'NFL Draft Experience, the NFL-operated fan festival, which this year takes place close to the company’s headquarters in Detroit.
Ice Hockey

The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor
Baseball

The arrival of a third Japan-linked sponsor for the Los Angeles Dodgers since the signing of superstar Shohei Ohtani is adding new commercial impetus for the Major League Baseball side.
College Sports

Under Armour has shed the Auburn Tigers from its once bulging college sports portfolio just days after Kevin Plank – the architect of the brand’s original college sports team acquisition programme – returned to his seat as chief executive.
Football

The Mexican Football Federation (FMF) has announced a sponsorship deal with Chilean wine Casillero del Diablo for Mexico's annual US 'MexTour' in a deal that encompasses the men's and women's national…
Basketball

The Women’s National Basketball Association (WNBA) has signalled its continued support for women’s reproductive freedom by agreeing a sponsorship deal with over-the-counter birth control product Opill.
Baseball

Progressive Insurance has reinforced its top-three position in the US car insurance sector by extending its stadium naming-rights deal with baseball’s Cleveland Guardians through the 2036 season. 
Golf

Anheuser-Busch InBev's strategy to position Michelob Ultra as the aspirational sports beer of choice has been further cemented through the company's renewal of its sponsorship deal with the PGA of America.
Multiple Sports

Elevate has fully acquired Fenway Sports Management's Consulting Group, taking over the Boston-based company's client list and nine-person staff
Football

Danish sports brand Hummel aims to break into the US football market by using strategies that it has already deployed in Europe, Hummel chief executive Allan Vad Nielsen has told SportBusiness Sponsorship.
Baseball

World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer
Football

Concacaf has announced a sponsorship by American national restaurant chain Chili's Grill & Bar as the official restaurant of the Concacaf Nations League Finals, which includes two semi-final matches and the final.
Football

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.