North America

Multi-sport

Eli Lilly, the global pharmaceutical company, has renewed its sponsorship deal with the United States Olympic & Paralympic Committee (USOPC) and struck a partnership for the Los Angeles 2028 Olympic and…
Ice Hockey

Delta Air Lines has consolidated its presence in the LA market by extending sponsorship deals with the AEG-owned Crypto.com Arena and the LA Kings. Matthew Glendinning reports.
Football

Major League Soccer has announced Campbell Snacks, a division of Campbell Soup Company, as a new sponsor of the league until the 2026 season
Multiple Sports

Sponsorships attached to Binance and Coinbase – the world’s top two cryptocurrency exchanges by trading volume – could be under threat following lawsuits filed against the two companies by the US Secur…
Football

Concacaf, the governing body for football across North and Central America and the Caribbean, has struck an agreement with Fifa to jointly promote sponsorship opportunities for national team competitions…
Football

Concacaf, the governing body of North, Central American and Carribean football, has announced a multi-year sponsorship renewal with Valvoline as the official motor oil of the 2023 and 2025 Concacaf Gold…
Basketball

The Women's National Basketball Association has announced multi-year sponsorships with American tire and wheel retailer Discount Tire and tire brand Continental Tire in deals that make the brands the first…
Multiple Sports

Cryptocurrency company Crypto.com is closing its institutional exchange in the United States but the move will not affect the naming-rights deal for Los Angeles' Crypto.com Arena
Football

Apple and Adidas, Major League Soccer's (MLS') two biggest commercial partners, have played significant roles in helping to secure Lionel Messi's impending move to Inter Miami, according to reports in…
American Football

Baltimore Ravens president Sashi Brown and Augie Chiasera, M&T Bank's regional president for Baltimore, tell SportBusiness Sponsorship about the recent extension of the brand's long-term stadium naming rights agreement. Matthew Williams reports.
Basketball

The Atlanta Hawks of the National Basketball Association have announced a multi-year sponsorship from convenience and gasoline retailer QuikTrip in a deal focused on serving the local youth community
Cricket

Major League Cricket (MLC) has signed up US-based Indian food brand Royal as a sponsor ahead of its inaugural season in a deal that makes Royal an official partner of the USA Cricket-sanctioned league.
Football

The Mexican Football Federation (FMF) and Soccer United Marketing (SUM) have announced a multi-year sponsorship renewal between the Mexican men's national team and retail store Home Depot, which will continue…
Baseball

Streaming platform Fubo has signed a third sponsorship with a Major League Baseball franchise after agreeing a deal with the St. Louis Cardinals
Golf

US agriculture and construction services company John Deere has extended its backing of the John Deere Classic, one of the longest running title sponsorships on the PGA Tour
American Football

Health insurance operator Highmark Blue Cross Blue Shield of Western New York will continue its stadium naming rights relationship with the Buffalo Bills when the NFL franchise moves to a new build in…
Basketball

The NBA generated $760.3m in sponsorship income in 2022-23, renewing four contracts and agreeing two new deals with Hisense and Sorare. Matthew Glendinning provides detailed analysis of its commercial portfolio.
US College Sport

US college sports conference Big 12 has announced plans to create an internal commercial sales division for the first time in its 27-year history