North America
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.
Seattle Seahawks secure extension with American Express
Financial services company American Express has extended its partnership with NFL American football team the Seattle Seahawks.
NBA China dials up Vivo partnership
The Chinese division of North American basketball league the NBA has entered into a strategic partnership with smartphone manufacturer Vivo.
Uber: Major league ambitions with city sports teams
Kings become latest NBA team to embrace jersey sponsorship
The Sacramento Kings North American NBA basketball franchise has agreed a jersey sponsorship deal with almond brand Blue Diamond Growers.
NBA’s Mavericks get into bed with new partner
Performance bedding company Bedgear has entered into a partnership with NBA basketball franchise the Dallas Mavericks.
Standard Life Investments renews Ryder Cup partnership
Global asset manager Standard Life Investments has extended its partnership with the Ryder Cup golf event.
Dallas Cowboys on the right road with new partner
US collision repair company Caliber Collision has entered into a partnership with the Dallas Cowboys NFL American football franchise.
NBA nets long-term ExxonMobil partnership
Multinational oil and gas company ExxonMobil has entered into a multi-year marketing partnership with the North American NBA basketball league.
Presidents Cup kits out with Lacoste
French clothing brand Lacoste has agreed a deal to sponsor the next five editions of the Presidents Cup golf tournament.