North America
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.
FC Dallas retains healthy outlook with shirt sponsor extension
Texas-based health and wellness company AdvoCare has extended its shirt sponsorship deal with Major League Soccer team FC Dallas through 2020.
Cadillac doubles up with one-year WGC Match Play deal
The PGA Tour has taken a one-year title sponsorship deal with American carmaker Cadillac for the World Golf Championships (WGC) Match Play to give itself more time to find a long-term title sponsor for the event.
Longines expands horseracing portfolio with Breeders’ Cup deal
Swiss watchmaker Longines has agreed a deal to become an official partner of the 2014 Breeders’ Cup US horseracing showpiece.
New York Life nets fresh Pac-12 terms
National Collegiate Athletics Association (NCAA) conference the Pac-12 has agreed an expanded three-year partnership with mutual life insurance company New York Life.
McGladrey drives extension to sponsorship of PGA Tour event
US assurance, tax and consulting services provider McGladrey has signed a five-year extension to its title sponsorship of the PGA Tour’s annual golf tournament in Sea Island, Georgia.
DHL delivers for USA Rugby
Global logistics company DHL has entered into a sponsorship deal with USA Rugby, the national governing body for rugby union in the country.
Lotus F1 secures sponsor for US Grand Prix
Jewellery brand Endless Jewelry has agreed to become a sponsor of the Lotus Formula One motor-racing team for next week’s United States Grand Prix.
Buffalo Wild Wings tucks in to Citrus Bowl title sponsorship
US casual dining restaurant and sports bar franchise Buffalo Wild Wings has agreed a multi-year deal to become title sponsor of the Citrus Bowl collegiate American football game.
LPGA to take International Crown to Korea with UL
The Ladies Professional Golf Association has signed safety consulting and certification company Underwriters Laboratories as the title sponsor of the next two editions of the International Crown national team tournament, adding the event will leave the US for the first time in 2018.