North America

Football

Soccer United Marketing (SUM), the commercial arm of Major League Soccer and the Mexican Football Federation (FMF), have agreed a multi-year sponsorship agreement with La Verde Gas Station and Convenience…
Football

Frito-Lay North America, the convenient foods division of PepsiCo, has continued its relationship with Fifa by becoming a sponsor of this summer’s Women’s World Cup.
Golf

Ryder Cup Europe and the PGA of America have announced that Hilton has upgraded its sponsorship of the 2023 Ryder Cup to Worldwide Partner
Football

Major League Soccer has announced a multi-year sponsorship extension with retail store Home Depot, which will continue as the league's official home improvement retailer
Football

National Women's Soccer League side NJ/NY Gotham FC has announced a "strategic partnership" with SL Benfica of the Campeonato Nacional Feminino
Baseball

Major League Baseball's Detroit Tigers have announced an expanded sponsorship with Michigan supermarket chain Meijer in a multi-year deal that will see the brand's logo appear on the team's uniform sleeve
Football

The Leagues Cup, the tournament involving 47 teams across Major League Soccer (MLS) and Mexico’s Liga MX, has announced Adidas as an Official Partner and Official Match Ball Provider in a multi-year a…
Golf

The PGA Tour has announced that Coca-Cola has renewed its sponsorship of the Tour Championship in a deal that runs through the 2027 tournament and signed a five-year agreement to keep Coca-Cola as the…
Basketball

Insurance company State Farm has been announced as the title sponsor for the Women's National Basketball Association's Friday Night Spotlight on ION for the 2023 season
American Football

The National Football League (NFL) has today (Tuesday) announced the expansion of its Global Markets Program, with the New Orleans Saints joining by becoming the first franchise to be awarded the French…
Multiple Sports

Delta Air Lines and Los Angeles-based live sports and entertainment company AEG Global have extended their relationship with a multi-year renewal
Basketball

Under new owner Mat Ishbia, the Phoenix Suns commanded a significantly increased rights fee on renewal from jersey patch sponsor PayPal. Matthew Glendinning reports.
Baseball

New York City moving service Roadway Moving has agreed a deal to become the official moving and storage partner of Major League Baseball's New York Yankees
Basketball

Sony Interactive Entertainment (SIE) and the Women's National Basketball Association (WNBA) have announced that PlayStation will be the official console and marketing partner of the league in a multi-year…
Basketball

The Canadian Elite Basketball League (CEBL) has announced a sponsorship deal with gambling company BetVictor for the upcoming 2023 season
Football

Chipotle's chief marketing officer Chris Brandt tells SportBusiness Sponsorship about the brand's sponsorship strategy and describes how its recent move into F1 supports its long-term international growth ambitions.
Baseball

The Atlanta Braves, of Major League Baseball, has announced concrete and cementitious products manufacturer Quikrete as its official jersey patch sponsor for the next five seasons
Ice Hockey

Workflow company ServiceNow has announced a multi-year North American partnership with the National Hockey League, enhancing gameday operations, employee productivity, and supporting new connected fan…