North America

Digital ticketing platform AXS and ticket marketplace StubHub have secured a multi-year partnership with the Las Vegas Golden Knights NHL ice hockey franchise.

North America’s Major League Baseball has entered into a multi-year partnership with outdoor and camping products retail store chain Camping World.

The Detroit Red Wings has entered into a partnership with wholesale insurance broker and underwriting manager Burns & Wilcox, while rival NHL ice hockey franchise the San Jose Sharks has struck a deal with the Miner Family Winery.

Delta Air Lines has entered into a partnership with NFL American football team the Atlanta Falcons and Major League Soccer franchise Atlanta United.

Alaska Airlines has entered into a partnership with MLB baseball franchise the San Francisco Giants.

Major League Soccer has signed a multi-year sponsorship deal with Excelsior Wines, North America’s largest importer of South American wines.

The Golden State Warriors have become the latest NBA basketball franchise to secure a jersey sponsor, sealing a deal with Japanese e-commerce firm Rakuten that is reportedly nearly double the value of the next biggest agreement in the North American league.

Global education company EF Education First has agreed a naming-rights partnership with Cannondale-Drapac in a move that secures the long-term future of the UCI WorldTour cycling team.

Japanese consumer electronics company Panasonic has entered into a partnership with the United States Olympic Committee (USOC), through which it will support the country’s Paralympic team through until the 2020 summer Games in Tokyo, Japan.

Pegula Sports and Entertainment, the ownership group of NFL American football franchise the Buffalo Bills and NHL ice hockey team the Buffalo Sabres, has entered into a partnership with online marketplace and hospitality service Airbnb.

US sportswear company Nike has entered into a multi-year partnership with the athletics department of Colorado College in the US.

Shriners Hospitals for Children has renewed its title sponsorship of the annual PGA Tour golf event held in the US city of Las Vegas.

Belfor Property Restoration has agreed a deal to sponsor Little Caesars Arena, the new home of the Detroit Red Wings, while the NHL ice hockey team has also renewed a partnership with Athletico Physical Therapy, an orthopaedic rehabilitation services company.

Multinational technology company IBM has renewed its sponsorship of the US Open tennis event and has launched its Watson Media platform at this year’s edition of the grand slam tournament to enhance broadcast coverage.

Canada-based banking group Scotiabank has acquired naming rights to the Air Canada Centre, home of NBA basketball franchise the Toronto Raptors and NHL ice hockey team the Toronto Maple Leafs, as part of a lucrative 20-year deal.

The Ultimate Fighting Championship mixed martial arts organisation has entered into a partnership with convenience store chain 7-Eleven.