North America
Uber continues sponsorship drive with Nashville Predators deal
NHL ice hockey franchise the Nashville Predators has become the latest sports team to partner with transportation network company Uber.
Deloitte aces long-term USTA partnership
Professional and financial services company Deloitte has agreed a wide-ranging sponsorship deal with the United States Tennis Association.
MLB’s Royals shop for Price Chopper partnership
US grocery store chain Price Chopper has entered into a partnership with Major League Baseball franchise the Kansas City Royals.
Canadian Olympic Committee claims first with SAS deal
The SAS Canada subsidiary of data analytics specialist SAS has entered into a partnership with the Canadian Olympic Committee (COC).
Uber picks up Cavaliers, Braves partnerships
Transportation network company Uber has agreed sponsorship deals with NBA basketball franchise the Cleveland Cavaliers and Major League Baseball team the Atlanta Braves, while the latter has also partnered with traffic and navigation app Waze.
Target partners with MLS, expansion franchise
Discount store retail chain Target has entered into a partnership with Major League Soccer and agreed a shirt sponsorship deal with the Minnesota United expansion franchise, which will join the North American football league this year.
Aviva links up with Canadian NHL franchises
Insurance company Aviva has secured partnerships with Canada-based NHL ice hockey teams, the Toronto Maple Leafs and Toronto Raptors.
IndyCar stays on track with Firestone
Tyre company Firestone has extended its long-running association with North American motor-racing series IndyCar.
Trek-Segafredo gets kitted out with new partner
UCI WorldTour cycling team Trek-Segafredo has unveiled sportswear manufacturer Sportful as its new kit partner.
RBC extends long-standing commitment to Canadian Olympic team
Canadian banking group RBC has extended its partnership with the Canadian Olympic Committee (COC).
Chicago Cubs toast Jim Beam partnership
Major League Baseball franchise the Chicago Cubs has entered into a partnership with bourbon whiskey brand Jim Beam.
NHL’s Devils going places with Uber
Transportation network company Uber has enhanced its portfolio of commercial sports deals by securing a partnership with the New Jersey Devils and the NHL ice hockey franchise’s Prudential Center home.
NHL teams up with Mitsubishi Electric in Canada
Mitsubishi Electronic, the home electronics arm of Japan’s Mitsubishi Group, has entered into a Canada-focused partnership with North American ice hockey league the NHL.
Toyota drives extension with SIAC
Japanese automotive manufacturer Toyota has extended its partnership with the Southern Intercollegiate Athletic Conference (SIAC) US college sports organisation.
NBA’s 76ers tuck into tasty partnership
Coffee and baked goods chain Dunkin’ Donuts has bolstered its sports portfolio by entering into a partnership with the Philadelphia 76ers NBA basketball team.
Aquafina named as title sponsor of 2017 Pro Bowl
PepsiCo-owned water brand Aquafina has agreed a deal with the NFL to serve as the presenting sponsor of the 2017 edition of the American football league’s Pro Bowl event.
USSA snacks on extension with Blue Diamond
The US Ski and Snowboard Association has extended its partnership with almond processing company Blue Diamond.
Pure Michigan extends partnerships with Detroit Tigers, MIS
Pure Michigan, a campaign focused on promoting tourism in the US state, has extended deals with Major League Baseball’s Detroit Tigers and the Michigan International Speedway (MIS) motor-racing venue.