North America

Features

US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales

The NFL’s Miami Dolphins aims to be the number one American football franchise for international fan engagement by building on its brand fame worldwide, the ascendancy of its social media offering, Miami’s sta…

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  

Food and beverage group PepsiCo has signed a five-year extension, from 2018-19 to 2022-23, to its North American partnership with the National Hockey League.

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Through 2017, Hyundai Motor has been communicating its future mobility positioning through a series of high-profile global brand marketing campaigns.

Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.

Japanese e-commerce brand Rakuten is almost certain to have paid the highest fee in the first sales round of NBA team jersey patch rights under its deal with NBA champions the Golden State Warriors, from 2017-18 to 2019-20.

Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.

The world’s fourth-largest general-purpose card network uses sponsorship of major sports properties in the US to provide its card members with ticket offers and money-can’t-buy experiences.

Payment services brand American Express has signed an extension to its marketing partnership with the National Basketball Association (NBA), continuing as the Official Card of the NBA, WNBA and the NBA G League, the official minor league organisation, from 2017-18.

German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales

Alfa Romeo, the car maker owned by Fiat Chrysler Automobiles, will serve as a Global Partner of golf’s Presidents Cup, the biennial national team match-play event between the USA and an international team, under a deal agreed last month.

UK-based betting company William Hill has focused its sponsorship efforts on sports in order to increase its market share in the UK and consolidate its position in key international markets