North America
Lacoste gains retail presence under Miami Open deal
French sportswear and fashion brand Lacoste has agreed a five-year deal to become an official partner of the Miami Open tennis tournament from 2015 to 2019.
NHL makes DraftKings pick
The North American NHL ice hockey league has agreed a partnership with fantasy sports brand DraftKings.
Ticket giveaway underpins Taco Bell’s fresh College Football Playoff deal
US fast-food chain Taco Bell has extended its association with college American football under a multi-year agreement with College Football Playoff organisers and sports broadcaster ESPN.
Goodyear gets a grip on Cotton Bowl sponsorship
Tyre manufacturer Goodyear has reached an agreement to serve as the new title sponsor of the Cotton Bowl college American football game.
Audi secures three-year Indian Wells run
Automotive manufacturer Audi has agreed a three-year deal to become a premier sponsor of the Association of Tennis Professionals and Women’s Tennis Association BNP Paribas Open tournament.
San Jose Earthquakes strike Stanford Health Care partnership
US-based Stanford Health Care has extended and expanded its partnership with Major League Soccer’s San Jose Earthquakes.
JetBlue signs up with Barclays Center franchises
New York-based airline JetBlue Airways has signed a multi-faceted partnership with NBA basketball team Brooklyn Nets, NHL ice hockey franchise New York Islanders and the Barclays Center arena.
Florida Hospital joins Daytona Rising project
Healthcare institution Florida Hospital has signed a multi-year deal to become the second founding partner of US motor-racing venue Daytona International Speedway.
Vizio sounds out Fiesta Bowl title sponsorship
US smart TV and sound bar company Vizio has struck a deal to become the title sponsor of the 2014 Fiesta Bowl collegiate American football game.
Kia extends NBA partnership
The National Basketball Association (NBA) has unveiled a multi-year extension of a partnership with automotive manufacturer Kia Motors America.
Trail Blazers expand Kuni Lexus partnership
The NBA’s Portland Trail Blazers franchise has agreed a new multi-year deal with carmaker Kuni Lexus.
ZTE nets trio of NBA partners
Chinese smartphone manufacturer ZTE has agreed a deal to become an official sponsor of NBA basketball teams New York Knicks, Houston Rockets and Golden State Warriors for the 2014-15 season.
Nivea Men signs up to support inaugural FXFL
Male grooming company Nivea Men has agreed a deal to become the presenting sponsor of the new Fall Experimental Football League (FXFL) American football development competition.
NBA banks BBVA renewal
Spanish banking group BBVA has signed a multi-year extension to its marketing partnership with the National Basketball Association.
Huawei enters US sports market with Redskins tie-up
Chinese telecommunications company Huawei has concluded its first major sports sponsorship deal in the US by agreeing a multi-year partnership with NFL American football team the Washington Redskins.
AB InBev’s exit from MLS lets in Heineken USA
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
Capital One hits ESPN’s target for college football’s Orange Bowl
Financial services company Capital One has signed a deal to be the title sponsor of season-ending US college American football game, the Orange Bowl, part of the new College Football Playoff (CFP).
New York City FC and LA Galaxy bring in partners
New York City Football Club has entered into a partnership with the New York Presbyterian Hospital while Major League Soccer counterpart Los Angeles Galaxy has made luxury watchmaker Ritmo Mundo an official partner for the 2015 season.