North America
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.
NHL’s Hurricanes take a ride with Uber
NHL ice hockey franchise the Carolina Hurricanes has agreed a sponsorship deal with transportation network company Uber.
NBA grips on to Kumho partnership, renews with Müller
The NBA has extended its partnership with Korean tyre manufacturer Kumho, while the North American basketball league has also upgraded its association with dairy products manufacturer Müller, which sponsors the NBA Global Games London event in the English capital.
NBA nets upgraded deal with New Era
The NBA North American basketball league has extended and expanded an agreement with the New Era Cap Company.
Timberwolves strengthen Chinese ties with TCL deal
NBA basketball franchise the Minnesota Timberwolves has agreed a multi-year partnership with Chinese consumer electronics manufacturer TCL.
Geico extends wide-ranging International Speedway Corporation deal
Insurance firm Geico has renewed its multi-faceted partnership with the International Speedway Corporation, which owns or operates a host of race tracks in North American stock car-racing series Nascar.
NBA’s Warriors take flight with United partnership
The Golden State Warriors North American NBA basketball franchise has entered into a partnership with US-based United Airlines.
Canadian Hockey League signs insurance partner
The Canadian Hockey League, which oversees the organisation of the world’s largest development ice hockey competition, has entered into a partnership with insurance company Wawanesa.
U.S. Soccer supplements commercial portfolio with Thorne deal
The U.S. Soccer national governing body has entered into a partnership with health solutions company Thorne.
NHL’s Devils recharge with new energy partner
The New Jersey Devils North American NHL ice hockey franchise has entered into a partnership with local energy provider East Coast Power & Gas (ESCO).
Aston Martin to drive Breeders’ Cup
British sportscar marquee Aston Martin has entered into a partnership with this year’s Breeders’ Cup World Championships US horse racing showpiece.
LPGA banks new title sponsor for Founders Cup
The Ladies Professional Golf Association has named Bank of Hope, the largest Korean-American bank in the US, as the new title sponsor of its Founders Cup event.
Under Armour set for first major league partnership with MLB kit deal
US sportswear brand Under Armour has agreed a kit deal with North America’s Major League Baseball, according to multiple reports.
Patriots deal adds to Uber’s NFL portfolio
NFL American football team the New England Patriots has become the latest US major league sports franchise to partner with transportation company Uber.
Under Armour extends with University of Utah
US sportswear brand Under Amour has extended a partnership with the athletics division of the University of Utah.
Packers sign partner for tailgate project
NFL American football team the Green Bay Packers has partnered with sausage producer Johnsonville to launch a permanent tailgate structure in the car park of its Lambeau Field home stadium.
Tampa Bay Lightning take a ride with Uber
NHL ice hockey team Tampa Bay Lightning has become the latest North American major league sports franchise to enter into a partnership with transportation network company Uber.