North America
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.
Sentient Jet takes flight with Breeders’ Cup extension
Private aviation company Sentient Jet has extended its partnership with the Breeders’ Cup World Championships US horse racing showpiece.
NHL’s Penguins sign new arena naming rights partner
NHL ice hockey team the Pittsburgh Penguins has named paint supplier PPG as the new naming rights partner of its home arena after existing partner Consol Energy elected to end its contract.
Pac-12 signs first-ever presenting sponsor for football showpiece
The Pac-12 US college sports conference has named retail gas brand 76 as the presenting sponsor of its showpiece Football Championship Game in a multi-year agreement.
Canadian Hockey League expands with paint partner
The Canadian Hockey League, which operates the largest development ice hockey competition in the world, has expanded a partnership with paint and coatings manufacturer Sherwin-Williams.
Scana energises new Atlanta Falcons stadium
Natural gas marketer and energy supplier Scana Energy has signed on as a founding partner of Mercedes-Benz Stadium, the future home of NFL American football team the Atlanta Falcons.
UAB signs Under Armour deal
US sportswear brand Under Armour has entered into a partnership with the athletics division of the University of Alabama at Birmingham.
Equestrian event receives Engel & Völkers backing
Real estate company Engel & Völkers has agreed a deal to sponsor the Longines Masters equestrian series.
Dick’s Sporting Goods extends support of USOC
US-based omni-channel sports retailer Dick’s Sporting Goods has extended its partnership with the US Olympic Committee (USOC).
Constellation: Ryder Cup headlines drive for renewable energy
Pac-12 banks new partnership
Commercial banking group Opus Bank has entered into a partnership with the Pac-12 US college sports conference.
Infiniti strikes partnership with Atlanta Braves
Infiniti, the premium car brand of Japanese automotive manufacturer Nissan, has entered into a partnership with Major League Baseball team the Atlanta Braves.