North America
Oakley adds official eyewear designation for Team USA, LA28
US eyewear brand Oakley has been named the official eyewear of Team USA and LA28 Olympic and Paralympic Games
Delta extends Atlanta venue sponsorship, reveals Utah arena details
Atlanta-based Delta Air Lines has extended its sponsorship of Mercedes-Benz Stadium, home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United.
NHL adds Presidio sponsorship, tech for NHL Draft app
The National Hockey League has added global digital services and solution provider Presidio as the league's official technology innovation partner in a multi-year, North American partnership deal
Gran Centenario Tequila becomes latest Leagues Cup sponsor
Gran Centenario has agreed a sponsorship deal with Soccer United Marketing (SUM) to become the ‘Official Tequila’ of the expanded Leagues Cup competition across North America.
BMO is first brand on board under new Fifa-Concacaf pact
BMO, the Canadian multinational financial services company, has signed a wide-ranging regional sponsorship deal with Fifa that covers the upcoming Women's World Cup and national team competitions run by…
Apple Music headlines NFL sponsor reshuffle, car and headphone categories still open
The NFL made six additions to its domestic sponsorship portfolio for its 2022-23 season. Matthew Williams provides detailed analysis of a campaign when Apple Music replaced Pepsi as the Super Bowl halftime show sponsor but the automotive and headphone sponsorship categories remained open.
Canada Soccer mulls bankruptcy protection, CSB rights deal under renegotiation
Canada Soccer, the country's governing soccer body, is facing financial difficulties that may result in filing for bankruptcy protection
LG offers MLS Season Pass free for two months
LG Smart TV owners in the United States are to receive Major League Soccer's Apple Season Pass free of charge for two months
Seattle Mariners become fourth MLB team with Fubo sponsorship
Streaming platform Fubo has announced a sponsorship of Major League Baseball's Seattle Mariners, the fourth deal with an MLB team signed this season
Sportfive hired to drive digital growth of Concacaf competitions
Sportfive has entered into a wide-ranging agreement with Concacaf, the governing body for football across North and Central America and the Caribbean, to provide digital services for its national team…
Mets took flexible approach to snare NewYork-Presbyterian jersey deal
The New York Mets' first-ever sleeve sponsorship deal with hospital group NewYork-Presbyterian is a highly flexible agreement with options on both the rights fee and contract term. Matthew Glendinning reports.
NHL’s Anaheim Ducks sign first-ever jersey sponsor
The National Hockey League's Anaheim Ducks have announced a three-year deal with Western National Property Management that will see the company's logo on the team's home and alternate jerseys
OKX badges LIV’s Majesticks GC in global sponsor deal
Majesticks GC, one of the 12 teams competing in the LIV Golf League, has sold its first official global sponsorship deal to cryptocurrency exchange OKX
Fanatics to expand retail space at Pittsburgh Pirates’ PNC Park
Sports merchandising company Fanatics has announced plans to open a new store at PNC Park, home to Major League Baseball's Pittsburgh Pirates, after agreeing a 10-year extension to a deal first signed…
Advent of digital dasherboards helped NHL to secure 11 new sponsors in 2022-23
The introduction of ‘digital dasherboards’ helped the National Hockey League to secure eleven new sponsors and extend deals with seven existing sponsors during its 2022-2023 campaign. Ben Cronin provides detailed analysis of team and league-level sponsorship deals.
Eli Lilly renews with Team USA, NBC and adds LA28 partnership
Eli Lilly, the global pharmaceutical company, has renewed its sponsorship deal with the United States Olympic & Paralympic Committee (USOPC) and struck a partnership for the Los Angeles 2028 Olympic and…
Delta powers up AEG relationship on runway to 2028 LA Games
Delta Air Lines has consolidated its presence in the LA market by extending sponsorship deals with the AEG-owned Crypto.com Arena and the LA Kings. Matthew Glendinning reports.
Campbell Snacks signs up as MLS sponsor until 2026
Major League Soccer has announced Campbell Snacks, a division of Campbell Soup Company, as a new sponsor of the league until the 2026 season