North America
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.
Real Madrid links up with Xbox
Microsoft-owned games console brand Xbox has entered into a partnership with Spanish LaLiga football club Real Madrid.
Under Armour makes long-term University of Hawaii commitment
The athletics division of the University of Hawaii has entered into a long-term partnership extension with US sportswear manufacturer Under Armour.
Eckrich extends College Football Playoff deal
Meat products manufacturer Eckrich has renewed its sponsorship of the College Football Playoff, an annual postseason competition in the US collegiate American football system.
Chargers sign healthcare partner for LA move
NFL American football franchise the Los Angeles Chargers has partnered with healthcare provider Hoag Memorial Hospital Presbyterian.
Miami Dolphins partner up with Aston Martin’s real estate venture
NFL American football franchise the Miami Dolphins has agreed a multi-year partnership with luxury real estate company G&G Business Developments.
Coca-Cola reaffirms Red Wings commitment ahead of arena move
Soft drinks giant Coca-Cola has extended its long-running partnership with the Detroit Red Wings ahead of the NHL ice hockey team’s move to Little Caesars Arena.
American Express signs second NBA extension
Payment services brand American Express has signed an extension to its marketing partnership with the National Basketball Association (NBA), continuing as the Official Card of the NBA, WNBA and the NBA G League, the official minor league organisation, from 2017-18.
Pilot Flying J commits to wide-ranging SEC partnership
Pilot Flying J, the largest operator of travel centres in North America, has signed a four-year, multimillion dollar sponsorship agreement with college sports organisation the Southeastern Conference and US sports broadcaster ESPN.
ITTF secures Chinese title sponsor for Women’s World Cup
Chinese food products manufacturer Uncle Pop has been unveiled as the title sponsor of the 2017 edition of the International Table Tennis Federation’s (ITTF) Women’s World Cup, which will take place in Markham, Canada.
Corona sets first with Longhorns sponsorship deal
Mexican lager brand Corona Extra has agreed a long-term sponsorship deal with the University of Texas in the US.
Toronto Raptors join NBA’s jersey sponsorship set
The Toronto Raptors have today (Thursday) become the ninth franchise in North American basketball league the NBA to agree a jersey sponsorship deal through an expanded agreement with existing partner Sun Life Assurance.
Toyota to sponsor Gold Cup
Japanese automotive manufacturer Toyota has agreed a deal to sponsor this year’s Gold Cup national team football tournament, which is organised by the Confederation of North, Central America and Caribbean Association Football (Concacaf).
NFL’s Browns secure new banking partner
US regional financial services company KeyBank has entered into a partnership with the Cleveland Browns NFL American football franchise.