North America

Golf
Sponsorship & Marketing

The Ladies Professional Golf Association (LPGA) has overhauled its sponsorship sales model by aligning with Fenway Sports Group (FSG) under a “commercial alliance” announced today (Tuesday).
American Football
Sponsorship & Marketing

Verizon is the first major sponsor of the National Football League's Washington Commanders since the ownership takeover by Josh Harris was finalised last month
Football
Sponsorship & Marketing

Major League Soccer and energy drink Celsius have signed a sponsorship deal through 2026, marking the first nationwide sports partnership for the brand
Tennis
Sponsorship & Marketing

The United States Tennis Association has announced digital fan features appearing on USOpen.org and the US Open app through its partnership with sponsor IBM, including artificial intelligence (AI) generated commentary.
Tennis
Sponsorship & Marketing

US jewellery maker Tiffany & Co. and hospital and medical services provider Mount Sinai have both announced multi-year renewals of their sponsorships of the US Open tennis Grand Slam. Tiffany & Co
Gymnastics
Governance

USA Gymnastics has announced media and technology company Comcast as a sponsor of the governing body, with the Xfinity brand becoming the US Gymnastics Championships title sponsor through 2024
Football
Fan Engagement

LaLiga North America has signed a three-year extension with telco Verizon in a United States exclusive deal
Football

The signing of Lionel Messi by Major League Soccer side Inter Miami has allowed the team to more than double the value of its sleeve sponsorship position.
Gymnastics
Sponsorship & Marketing

USA Gymnastics has announced a new five-year sponsorship with Nike that is the largest in the governing body's history
Basketball
Sponsorship & Marketing

The National Basketball Association’s San Antonio Spurs are set to end a two-year search for a new arena naming rights sponsor via a deal with Frost Bank, according to reports. 
Golf
Sponsorship & Marketing

Jon Rahm, the number three ranked men's golfer in the world, is to continue as an ambassador of Blue Yonder, the United States supply chain management company, the two parties announced today (Tuesday)
Tennis

Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.
Baseball
Sponsorship & Marketing

Starr Insurance has become the first corporate entity to brand the sleeve of the New York Yankees jersey after at least two other high-paying brands were turned down by Major League Baseball’s most famous franchise. 
Ice Hockey
Sponsorship & Marketing

The National Hockey League has announced that sponsorship analysis platform MVP Index will become the league’s strategic partner for valuation and asset measurement of its Digitally Enhanced Dasherboards (…
Ice Hockey
Sponsorship & Marketing

US sportswear giant Nike has ended its sponsorship of Hockey Canada, amid the fallout from a sexual assault scandal that came to light at ice hockey's domestic governing body last year
Baseball
Sponsorship & Marketing

Canadian bank TD Bank has agreed a deal with Major League Baseball’s Toronto Blue Jays to become the team’s first official jersey patch sponsor. 
Multiple Sports
Finance & Law

Wasserman has engaged in talks with a view to acquiring the CSM Sport & Entertainment agency as it looks to advance its international growth
Cricket
Sponsorship & Marketing

Caribbean Premier League (CPL) team Barbados Royals has signed an extension to its front-of-shirt sponsorship deal with online gambling platform MCW