North America

Features

After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.

The Canadian coffee giant teamed up with the NHL, Hockey Canada and athlete ambassadors Sidney Crosby and Nathan MacKinnon to give the Kenya Ice Lions the experience of a lifetime.

Central and club shirt deals in Major League Soccer.

At the start of the 2018-19 NFL season, the Cleveland Browns had gone 635 days without a win, so Bud Light created free beer ‘Victory Fridges’ that would unlock the moment the team broke its losing streak.

Nutrition bar Luna Bar took action to resolve the disparity in pay between the US women’s team and their male counterparts before the 2019 Women’s World Cup in France.

Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.

MLS club Houston Dynamo helped its partner – re-launched gas station brand 76 – grow awareness in the market and resonate with its core audience in downtown Houston – and beyond.

AS Roma used new 2019 summer signing social spots to highlight search for missing children.

Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.

Major League Soccer clubs earned more than $80m (€72.5m) combined from their main jersey deals in the 2019 season, according to research by SportBusiness Sponsorship.

MLS has become an increasingly attractive platform for brands, enabling it to increase the value of its sponsorships year on year.  

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.

MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8

Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028

Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US

German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.

In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.