North America

Ally has been named the Official Financial Services Partner of the 2019 International Champions Cup

The Breeders’ Cup international horseracing event has signed up FanDuel and its betting affiliate TVG as the Official Wagering Partners of the Breeders’ Cup World Championships.

NFL American football franchise the Tampa Bay Buccaneers have signed a multi-year partnership with the North American division of South Korean automotive manufacturer Hyundai

The Cleveland Cavaliers NBA franchise and its associated NBA 2K League esports team Cavs Legion GC have partnered with cryptocurrency blockchain provider UnitedCoin

The Ultimate Fighting Championship (UFC) has announced a multi-year extension of its marketing partnership with Blackheart Premium Spiced Rum. Terms were not disclosed

Triathlon events operator Ironman has agreed new partnerships with car rental firm Avis and percussive massage therapy brand Theragun

Procter & Gamble has become the first Official Partner of the United States Soccer Federation to offer public and financial support to the US women's team in their gender discrimination battle with the…

Major League Soccer has announced that Captain Morgan will become the league’s official spiced rum and exclusive spirits partner through 2022.

The United States Soccer Federation has announced a multiyear relationship with Illinois-based insurance firm Allstate, which is headlined by a presenting sponsorship of the US women's national team's…

US automaker seeks to maintain tight link between racing and consumer car models Data-driven focus on fan journeys from tracks to dealer showrooms

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.

MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8

On the day the United States Women's National team secured the Women's World Cup, with a 2-0 victory over the Netherlands in Lyon, France, the National Women's Soccer League announced a commercial partnership…

United Soccer League Championship team Loudoun United has reportedly signed a stadium naming-rights deal with technology and communications company Segra

St. John's University has renewed its apparel partnership with Nike following the expiration of a six-year deal with Under Armor

Canadian telecommunications brand Bell Canada has signed a wide-ranging sponsorship and investment partnership with global esports organisation OverActive Media (OAM)

US esports organisation Team Liquid has signed a new shirt deal with superhero movie franchise Marvel, maker of the hugely popular Avengers series

Kim Crawford Wines has signed a new multi-year deal as the Official Wine of the US Open tennis championship

BMW is ending its title sponsorship of the BMW Championship, one of the PGA Tour's three FedEx Cup Playoff events

Major League Soccer has altered its commercial guidelines to allow its clubs to secure jersey and stadium naming-rights sponsorships with sports betting and liquor companies

US-based mixed martial arts organisation Bellator has entered into a multi-year partnership with cbdMD, a consumer cannabidiol (CBD) brand

Symetra Life Insurance has been named the inaugural founding partner and sponsor of Seattle’s expansion National Hockey League franchise.

NFL franchise the Carolina Panthers has agreed a new partnership with US soft drinks giant Coca-Cola, ending its longstanding relationship with rival Pepsi Co

Global tax services and software provider Ryan has entered into a partnership with the Dallas Cowboys NFL American football team

US sportswear brand Champion has signed a new apparel partnership with the National Basketball Players Association (NBPA) and THINK450, a for-profit enterprise owned by the NBA’s 450 active players.

Los Angeles-based organisational consultancy Korn Ferry has replaced Web.com as the title sponsor of the PGA Tour’s golf developmental circuit.