North America
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.
USOC renews with Kellogg Company
Multinational food manufacturing firm Kellogg Company has opted to extend its sponsorship deal with the United States Olympic Committee (USOC).
Hublot times it right with New York Giants partnership
Swiss watchmaker Hublot has entered into a partnership with NFL American football franchise the New York Giants.
NHL satisfied with World Cup of Hockey jersey deal
The National Hockey League (NHL) said it was “pleased” with the jersey agreement it secured with technology company SAP for the World Cup of Hockey, despite failing to hit its initial asking price.
MLB toasts Evan Williams partnership
Bourbon brand Evan Williams has entered into a partnership with North America’s Major League Baseball.
Canadian Hockey League banks new partnership
Canada-based financial services company CIBC has entered into a partnership with the Canadian Hockey League, which oversees the organisation of the world’s largest development ice hockey competition.
Atlanta Braves target enhanced fan experience with Mizuno partnership
Major League Baseball team the Atlanta Braves has entered into a partnership with Japanese sportswear and equipment company Mizuno.
NBA’s 76ers eschew naming rights strategy for new training complex
Toyota, NovaCare Rehabilitation, Virtua, NFI and Kimball Office have each signed on as founding partners of NBA basketball franchise the Philadelphia 76ers’ new training complex.
NBA’s Bucks become latest sports team to partner with Uber
NBA basketball franchise the Milwaukee Bucks has agreed a partnership with transportation company Uber.
Uber adds Lions to NFL portfolio
NFL American football team the Detroit Lions has entered into a partnership with transportation company Uber.
Minnesota Vikings brew partnership for new stadium’s regular season debut
NFL American football franchise the Minnesota Vikings has entered into a partnership with coffee retail chain Caribou Coffee.
Atlantic 10 secures nutrition partnership
US-based Come Ready Nutrition has entered into a partnership with the Atlantic 10 collegiate sports conference.
Canadian Paralympic Committee extends with long-term sponsor
Petro-Canada, a subsidiary of energy company Suncor, has renewed its premier partnership with the Canadian Paralympic Committee.
NFL’s Rams finalise roster of top-tier sponsors
The Los Angeles Rams NFL American football franchise has completed its roster of top-tier ‘homecoming’ sponsors by securing deals with cloud-based learning solutions and talent company Cornerstone OnDemand, US telecommunications firm AT&T and Korean automotive company Hyundai.
49ers and Ravens sign up partners for new NFL season
The San Francisco 49ers and Baltimore Ravens NFL American football franchises have agreed new partnerships ahead of their opening games of the 2016-17 season in the coming days.
Nascar sweetens the deal with Mars extension
The Nascar North American stock-car racing series has extended its partnership with the Mars Chocolate North America arm of food company Mars.
NFL hauls in Ford partnership
The NFL American football league has entered into a three-year partnership with US automotive manufacturer Ford.