North America
NFL’s Jaguars secure UK-focused partnership
Wealth management company LGT Vestra US has agreed a deal to become an official UK founding partner of the Jacksonville Jaguars NFL American football franchise.
Adidas steps up MLS backing through new long-term deal
North America’s Major League Soccer has signed a lucrative extension to its partnership with Adidas.
NHL’s Golden Knights bank new partner
US credit card company Credit One Bank has agreed a multi-year integrated marketing partnership with NHL ice hockey franchise the Vegas Golden Knights.
Seahawks extend with Safeway
Supermarket chain Safeway has signed a multi-year extension to its partnership with NFL American football team the Seattle Seahawks.
Denver Nuggets sign jersey sponsor
NBA basketball franchise the Denver Nuggets has named financial services company Western Union as its first jersey sponsor.
Blue Shield of California backs LA Kings, AEG properties
Health insurance company Blue Shield of California has entered into a partnership with sports and entertainment giant AEG, through which it will sponsor the Los Angeles Kings NHL ice hockey team and a number of other AEG-owned properties.
NFL’s Bears and Dolphins secure medical partnerships
The Miami Dolphins franchise has agreed a partnership with the University of Miami Health System (UHealth), while rival NFL American football team the Chicago Bears has struck a deal with Advocate Health Care.
Nike signs long-term extension with University of Connecticut
The University of Connecticut (UConn) and its athletics division have extended an exclusive sponsorship agreement with US sportswear giant Nike.
Detroit Pistons join NBA’s jersey sponsor set
NBA basketball franchise the Detroit Pistons has agreed a jersey sponsorship deal with Michigan-headquartered financial services company Flagstar Bank.
NFL’s Redskins bring in PepsiCo to replace Coca-Cola
NFL American football franchise the Washington Redskins has entered into a partnership with US multinational food and beverage corporation PepsiCo.
Vegas Golden Knights sign banking partner
Financial services company City National Bank has entered into a multi-year partnership with the Vegas Golden Knights, through which it will take on naming rights to the NHL ice hockey team’s new practice facility.
Allianz adds Minnesota United to stadium Naming Rights portfolio
German financial services provider Allianz has been unveiled as the naming-rights partner of the future home stadium of Major League Soccer franchise Minnesota United.
Yankees team up with Panasonic
Major League Baseball franchise the New York Yankees has entered into a partnership with Japanese consumer electronics company Panasonic.
Jewellery partner joins NFL’s Buccaneers
The Tampa Bay Buccaneers NFL American football franchise has entered into a partnership with local jewellery company Ackerman.
American Express: Building brand loyalty and customer acquisition through sport
The world’s fourth-largest general-purpose card network uses sponsorship of major sports properties in the US to provide its card members with ticket offers and money-can’t-buy experiences.
Content to the fore as Cannondale-Drapac teams up with Oath
UCI WorldTour cycling team Cannondale-Drapac has signed a partnership with US digital media company Oath.
AT&T renews MLS, US Soccer and FMF deals
US telecommunications company AT&T has renewed its sponsorship of North America’s Major League Soccer, the US Soccer national governing body, and the Mexican national team’s annual US tour.
KeyBank signs long-term deal with NBA’s Pacers
NBA basketball franchise the Indiana Pacers has signed US financial services company KeyBank as its official banking partner.