North America

US regional financial services company KeyBank has entered into a partnership with the Cleveland Browns NFL American football franchise.

German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales

Sports drinks brand BodyArmor has entered into a partnership with the Confederation of North, Central America and Caribbean Association Football (Concacaf), through which it will sponsor the body’s upcoming Gold Cup national team tournament.

Professional services firm KPMG has extended its title sponsorship of the Women’s PGA Championship by agreeing fresh terms with the PGA of America and Ladies Professional Golf Association.

Car insurance provider Plymouth Rock Assurance has secured a deal with the New Jersey Devils NHL North American ice hockey franchise that will allow customers to access a range of benefits as part of what has been described as a “first-of-its-kind partnership” in the state.

US wireless technologies specialist Qualcomm has agreed a deal to become the title sponsor of the Formula E electric car-racing series’ inaugural ePrix in New York City.

The athletics division of the University of Toledo has agreed a partnership with US sportswear company Nike.

Major League Baseball franchise the Miami Marlins has entered into a multi-year partnership with transportation network company Uber.

Florida-based electronics manufacturer Jabil has entered into a partnership with NFL American football franchise the Tampa Bay Buccaneers.

North American basketball league the NBA has renewed its partnership with financial services company American Express.

Golf’s PGA Tour has agreed a four-year sponsorship deal with massage and skincare services company Massage Envy.

South Korean sportswear brand Fila has agreed a deal to sponsor the Cincinnati Masters tennis tournament.

Japanese automotive manufacturer Toyota has expanded its partnership with the US Ski and Snowboard Association shortly after the national governing body announced that it has changed its name to US Ski & Snowboard.

NBA basketball franchises the Minnesota Timberwolves and Orlando Magic have agreed jersey sponsorship deals with wearable products brand Fitbit and the Walt Disney World Resort theme park complex, respectively.

Alfa Romeo, the car maker owned by Fiat Chrysler Automobiles, will serve as a Global Partner of golf’s Presidents Cup, the biennial national team match-play event between the USA and an international team, under a deal agreed last month.

Air Canada has agreed a deal to become the ‘signature sponsor’ of this year’s edition of the Invictus Games multi-sport event for wounded servicemen and women, which will take place in Toronto.