North America
Sense Arena becomes USA Hockey’s VR training tool
USA Hockey, the national ice hockey governing body for the sport in the United States, has announced that virtual reality technology company Sense Arena has become its official virtual reality training…
US leagues, networks launch alliance to promote responsible betting ads
Top American sports leagues and broadcasters NBCUniversal and Fox have formed an alliance to promote responsible approaches toward sports betting advertising
ONE Championship hires Horizon Sports & Experiences to grow sponsorship in US
Martial arts league ONE Championship has hired Horizon Sports & Experiences (HS&E) to manage the league's sponsorship and brand activation efforts in the United States
P1 unveils Monster Energy boat racing sponsorship
Powerboat P1 Management (P1) has announced a new multi-year sponsorship agreement with energy drink Monster Energy across multiple marine motorsport events
Dick’s Sporting Goods begins Boston Marathon sponsorship
Retailer Dick's Sporting Goods has announced a multi-year partnership with the Boston Athletic Association (BAA) in a deal that makes Dick's the official retail sponsor of BAA events, beginning with the…
PGA Tour names Bushmills as whiskey sponsor
The PGA Tour has signed a four-year sponsorship deal with Bushmills Irish Whiskey.
Bushmills has been named as the “Official Whiskey of PGA Tour and PGA Tour Champions”.
Volkswagen Canada renews CPL sponsorship to 2028
The Canadian Premier League has renewed its sponsorship deal with Volkswagen Canada for five years until 2028
Sponsor UKG increases NWSL Challenge Cup prize pool to $1m
National Women's Soccer League sponsor UKG, which is the league's Challenge Cup title sponsor, has announced the first-ever $1m (€907,000) prize pool for the in-season cup competition in a goal to drive p…
TYR expands USA Swimming sponsorship through 2024 Olympics
USA Swimming has announced that it has expanded its partnership with TYR to make the apparel brand the exclusive outfitter of the US national and junior teams through the end of the 2024 calendar year
NFL’s Browns, FirstEnergy end stadium naming-rights deal
The National Football League's Cleveland Browns and electrical utility company FirstEnergy Corp
Canadian Premier League nets Tonybet as sponsor
Football’s Canadian Premier League has announced a multi-year sponsorship deal with online gambling company Tonybet.
PayPal agrees jersey patch extension with new Phoenix Suns ownership group
The Phoenix Suns NBA franchise has extended its jersey patch sponsorship with PayPal through the 2025-26 season
Virgin Hotels named sponsor of East Harmon Zone at Vegas GP
Virgin Hotels Las Vegas has announced that it will be the official entitlement sponsor of the East Harmon Zone at the Formula 1 Las Vegas Grand Prix
San Jose Sharks extend with arena sponsor SAP
The San Jose Sharks NHL franchise has renewed its sponsorship deal with German multinational software company SAP, which holds naming rights to the team’s home arena, SAP Center.
Under Armour extends US speedskating, bobsled, skeleton deals
US Speedskating and USA Bobsled/Skeleton have announced multi-year extensions with their long-standing apparel partner Under Armour
MLB renews Dairy Queen sponsorship
Major League Baseball has renewed its sponsorship deal with restaurant and ice cream shop chain Dairy Queen in a deal that makes MLB stars Ozzie Albies, Kris Bryant, Byron Buxton, and Freddie Freeman part…
Chicago Cubs become first MLB club with CBD sponsor
Major League Baseball's Chicago Cubs have announced a first-ever official cannabidiol (CBD) partner for an MLB club, partnering with Chicago-based wellness and recovery company Mynd Drinks
Ferrari adds energy drink Celsius as latest sponsor
Energy drink Celsius, the beverage arm of global packaged foods company Celsius Holdings, has agreed a sponsorship deal with Scuderia Ferrari to become the exclusive energy sponsor for all 2023 US Formula…