North America
Memorial-Hermann upgrades to Rockets jersey patch
The NBA’s Houston Rockets has struck the league’s first jersey patch deal with a hospital provider – a health sub-sector that has become a major sponsorship player among major US sports leagues.
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Double first in NHL’s Norwegian Cruise Line tie-up
The National Hockey League (NHL) has opened up a new sponsorship category via the signing of Norwegian Cruise Line to its central portfolio
Verizon deal to run across MSG ‘family’ properties
Telecoms giant Verizon has upped its presence in US sport by signing a wide-ranging sponsorship which includes rights to the New York Knicks, New York Rangers and Madison Square Garden (MSG).
Anaheim Ducks signs local tourism jersey sponsor
The Anaheim Ducks is the latest US sports team to take the domestic tourism sponsorship route after announcing an away jersey patch deal with Visit Anaheim.
Macron, Concacaf broaden sponsorship ties
Macron, the Italian sportswear brand, has doubled down on its commitment to Concacaf, becoming the official sports equipment and apparel partner of football's governing body for North America, Central…
Commanders keep options open with Northwest naming deal
The Washington Commanders’ new stadium-naming agreement with the Virginia-based Northwest Federal Credit Union has been struck with one eye on the franchise moving into a new stadium in the near future.
Rising Stars title rights form part of Castrol’s NBA deal
Castrol will have a prominent presence at the National Basketball Association (NBA) All-Star Weekend as part of its new sponsorship of the NBA and Women’s National Basketball Association (WNBA).
United Airlines lands multi-faceted deal with Monumental
Rights include first founding partner status for the $800m transformation of Capital One Arena.
‘Watch Parties presented by Modelo’ – Modelo and LA Galaxy
SportBusiness Sponsorship examines how Mexican beer brand Modelo uses a series of watch parties to activate its sponsorship deal with MLS side LA Galaxy.
GetYourGuide secures first US deal with Nets patch
The Brooklyn Nets NBA franchise has signed a tourism-focused jersey patch sponsorship agreement with GetYourGuide, a first-ever deal with a US sports team for the Berlin-based online travel platform
Otro Capital, Blitzer latest investors in Two Circles
Two Circles is targeting further US growth after taking on investment from Otro Capital, the New York-based sports private equity firm, and David Blitzer, the American billionaire and multiple sports team owner.
Phillies jersey deal takes lead role in IBX portfolio
Health insurer IBX upgraded to jersey patch sponsor with the Phillies to take a dominant position in Philadelphia sports.
SEG launches ‘best of Utah’ DTC service for NHL debut
Smith Entertainment Group has unveiled a new direct-to-consumer streaming service that incorporates matches of its newest franchise, the NHL's Utah Hockey Club, with those of the NBA's Utah Jazz
Robinhood marks NBA first with Heat patch deal
Online brokerage firm Robinhood has become the first brand to hold three NBA jersey patch agreements simultaneously after agreeing a multi-year contract with Miami Heat.
Verizon connects with Fifa for 2026 World Cup
Verizon is the third US-based brand in a month to sign up as a 2026 Fifa World Cup sponsor, after Bank of America and Frito-Lay.
Coveted headphone asset to be split as part of NFL Sony deal
Sony and pre-existing sponsor Verizon will share branding positions on the headsets worn by coaches and players on the sidelines in NFL games, after the two brands agreed on a multi-faceted sponsorship deal with the American football league.
Robinhood adds Grizzlies as second jersey patch deal
Online brokerage firm Robinhood Markets has secured its second jersey patch agreement in the National Basketball Association (NBA) market via a deal with the Memphis Grizzlies
Strauss sets first with MLB helmet sponsorship
German workwear brand Strauss has struck a wide-ranging sponsorship deal with Major League Baseball, with its logo to feature on batting helmets during postseason games and international series in Europe.