North America
Chicago Blackhawks partner takes on rights to new facility
The Chicago Blackhawks NHL North American ice hockey franchise has signed an expanded partnership with MB Financial Bank, through which the company will take on naming rights to the team’s new practice facility.
Independence Bowl secures new title sponsor
Walk-On’s Bistreaux & Bar has been unveiled as the title sponsor of the Independence Bowl US college American football game.
MLB signs latest new partner
Major League Baseball has continued its recent sponsorship drive by partnering with private office supplier W.B. Mason.
Valero extends backing of Texas Open
San Antonio-based energy group Valero has renewed its title sponsorship of the Texas Open PGA Tour golf tournament.
Sponsors upgrade deals with NHL franchises
NHL ice hockey franchises the Calgary Flames and Buffalo Sabres have extended and enhanced sponsorship deals with Cortex and KeyBank, respectively.
PGA Tour opens new sponsor category with ZTE partnership
Golf’s PGA Tour has named Chinese telecommunications company ZTE as its first official smartphone partner.
YouTube makes major sponsorship commitment with World Series deal
Major League Baseball has entered into a wide-ranging partnership with YouTube, through which the video-sharing platform’s YouTube TV service will be the presenting sponsor of this year’s World Series.
Blass backs San Francisco’s Rugby World Cup Sevens
Australian winery Blass Wines has agreed a deal to sponsor next year’s Rugby World Cup Sevens event, which takes place in the US city of San Francisco.
NFL’s Titans sign up Ole Smoky as new sponsor
NFL American football franchise the Tennessee Titans has secured a partnership with local moonshine distiller Ole Smoky Distillery.
Safeway sets up new Sharks deal with $1m promotion
NHL ice hockey team the San Jose Sharks has agreed a new partnership with long-term sponsor, supermarket chain Safeway.
Rakuten adds Warriors to small, best-in-class portfolio
Japanese e-commerce brand Rakuten is almost certain to have paid the highest fee in the first sales round of NBA team jersey patch rights under its deal with NBA champions the Golden State Warriors, from 2017-18 to 2019-20.
Florida Hospital steps up backing of Tampa Bay Lightning
NHL ice hockey team the Tampa Bay Lightning has expanded its partnership with Florida Hospital.
IBM extends with US Open, quits two Grand Slams
Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.
Detroit Pistons sign Jeep partnership ahead of arena move
NBA basketball team the Detroit Pistons has entered into a partnership with automotive manufacturer Jeep.
Doosan sets first with MLB partnership
Korean conglomerate Doosan has agreed a multi-year partnership with Major League Baseball, through which it will become the first brand to be a presenting sponsor of the American League Divisional Series.
Phoenix Raceway to enhance fan experience with naming rights partner
Smart venue technology company ISM Connect has agreed a naming-rights partnership with the Phoenix Raceway motorsport venue in the US.
New Orleans Pelicans seal Coca-Cola partnership
NBA basketball team the New Orleans Pelicans has entered into a partnership with soft drinks manufacturer Coca-Cola.
Jacksonville Jaguars sign UK-focused partnership
Mobile virtual network operator Lycamobile has entered into a UK-focused partnership with NFL American football team the Jacksonville Jaguars.