North America
Dekra moves into North American market with IMSA tie-up
German automotive services company Dekra has expanded into the North American motorsport market by agreeing a multi-year partnership with the International Motor Sports Association and its United SportsCar Championship and SportsCar Challenge series.
Utah Jazz teams up with healthcare partner
North American NBA basketball team the Utah Jazz and its operating group Miller Sports Properties has agreed a long-term partnership with University of Utah Health Care (UUCH).
BMW steers into Coyotes’ Gila River Arena
National Hockey League team Arizona Coyotes has reached a sponsorship agreement with the Phoenix dealership branch of German automotive giant BMW.
PIX11 teams up with Brooklyn Nets and New York Islanders
Tribune Broadcasting’s New York television channel PIX11 has agreed a multi-year marketing partnership that covers NBA basketball team the Brooklyn Nets, NHL ice hockey franchise the New York Islanders, and the teams’ Barclays Center home.
IBC to sponsor Canadian women’s ice hockey league
Insurance data provider IBC has been unveiled as the new lead sponsor of the CWHL, Canada’s professional women’s ice hockey competition.
Scotiabank seals major Concacaf partnership
Financial services company Scotiabank has struck an official partnership with Concacaf, the Confederation of North, Central America and Caribbean Football.
Mylan commits to World TeamTennis
US pharmaceuticals company Mylan has extended its title sponsorship of the World TeamTennis event through to 2017.
Phoenix Open wastes no time in extending with title sponsor
Environmental solutions company Waste Management has announced a 10-year extension to its title sponsorship of annual PGA Tour golf event, the Phoenix Open.
Maxxis expands MLB presence with Atlanta Braves deal
Taiwanese tyre manufacturer Maxxis has entered into a partnership with MLB baseball franchise the Atlanta Braves in a move that will expand its presence in the North American league.
MLB’s Cubs sign Wintrust as latest legacy partner
Banking group Wintrust Financial Corporation has become the official banking partner and fifth ‘legacy partner’ of MLB baseball franchise the Chicago Cubs.
Suns unveil new arena naming rights partner
Talking Stick Resort, a luxury hotel and casino in Scottsdale, Arizona has signed up as the new naming rights sponsor of the home arena of the Phoenix Suns NBA basketball franchise.
DraftKings bolsters US presence with 76ers deal
Fantasy sports brand DraftKings has moved to strengthen its position in the US professional sports market after entering into a partnership with NBA basketball franchise the Philadelphia 76ers.
Toyota drives on with USA Hockey
US ice hockey governing body USA Hockey has sealed a multi-year extension to its partnership with Japanese automotive manufacturer Toyota.
Reese’s to sponsor College Football Playoff
The Reese’s brand of North American chocolate manufacturer the Hershey Company is to become a sponsor of the new College Football Playoff (CFP) collegiate American football system.
TicketCity touches down title sponsorship of Cactus Bowl
Secondary ticketing exchange TicketCity has signed up as the title sponsor of the Cactus Bowl annual US college American football game.
United: Targeting business travellers in transport hubs
US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.
Nike extends US Olympic Committee partnership until 2020
Sportswear company Nike has extended its sponsorship of the United States Olympic Committee (Usoc) through to 2020.
FanDuel bolsters NBA portfolio with Lakers tie-up
Fantasy sports company FanDuel has expanded its presence in North American basketball league the NBA by becoming an official sponsor of the Los Angeles Lakers.