North America
Alibaba extends backing of Pac-12’s China Game
Chinese e-commerce company Alibaba will continue to serve as the presenting sponsor of the Pac-12 China Game after agreeing a wide-ranging two-year extension to its partnership with the US college sports conference.
USTA serves up PepsiCo partnership
US multinational food and beverage corporation PepsiCo has entered into a multi-year partnership with the United States Tennis Association.
Drone Racing League signs Bud Light as first major sponsor
The Bud Light beer brand has agreed a deal to become the first major sponsor of the US-based Drone Racing League.
Minnesota basketball teams snack on Jack Link’s deal
NBA basketball franchise the Minnesota Timberwolves and women’s WNBA team the Minnesota Lynx have signed a multi-year partnership with meat snacks manufacturer Jack Link’s.
LPGA signs up third global partner for 2021 Solheim Cup
US refining, marketing and transportation company Marathon Petroleum has agreed a deal with the Ladies Professional Golf Association to become a global partner of the 2021 edition of the Solheim Cup team tournament.
NHL banks new title sponsor for Centennial Classic
Canada-based multinational bank Scotiabank has agreed a deal to become the title sponsor of the 2017 edition of the North American NHL ice hockey league’s annual Centennial Classic outdoor game.
Acer extends backing of LPGA tournament
Taiwanese electronics company Acer has extended its backing of the ShopRite LPGA Classic golf tournament as part of its wide-ranging partnership with the Ladies Professional Golf Association.
Waste Pro pens partnership with NFL’s Saints
US waste collection, disposal and recycling company Waste Pro has entered into a partnership with the New Orleans Saints NFL American football franchise.
NBA’s Hornets on time with Tissot
The Charlotte Hornets NBA basketball franchise has sealed a partnership with watch manufacturer Tissot.
PGA Tour pours extension with Grey Goose
French vodka brand Grey Goose has renewed its partnership with the US golf organisation the PGA Tour.
National Funding extends stay with Holiday Bowl
Locally-based financial technology company National Funding has retained naming rights to the Holiday Bowl for this year’s edition of the college American football game.
ExxonMobil adds NBA to non-motorsports strategy
Oil and gas company ExxonMobil has doubled up on its non-motorsports portfolio, again in basketball, securing a multiyear deal with the National Basketball Association.
Uber picks up raft of NBA teams for new campaign
Transportation network company Uber has sealed partnerships with 16 of the NBA’s 30 teams for the North American basketball league’s 2016-17 campaign.
San Antonio Spurs pen multi-year deal with Taco Bell
US fast-food chain Taco Bell has entered into a partnership with NBA basketball franchise, the San Antonio Spurs.
Pacers land airline partner, Grizzlies and Celtics extend with sponsors
NBA basketball team the Indiana Pacers has agreed a new sponsorship deal with Southwest Airlines, while rival franchises the Memphis Grizzlies and Boston Celtics have extended partnerships with telecommunications and technology services company C Spire and private jet company Sentient Jet, respectively.
NHL seals long-term Fanatics partnership
Online sports retailer Fanatics has expanded its association with the NHL to become the official manufacturer of a range of apparel products for the North American ice hockey league.
NFL’s Jaguars team up with car dealership
NFL American football team the Jacksonville Jaguars has entered into a partnership with the Fields Auto Group car dealership chain.
New Balance honours Celtics legend with naming rights to new training complex
NBA basketball franchise the Boston Celtics has entered into a sponsorship deal with US sportswear company New Balance that will include naming rights to its new practice and training facility.