North America

Skiing
Sponsorship & Marketing

United Airlines has been named the official airline partner of US Ski & Snowboard, the national governing body for skiing and snowboarding, in a deal through 2027
Multiple Sports
Industry Moves

Global sports marketing agency Right Formula has opened its first office in the US in New York City and hired Ashlee Huffman to lead it
Golf
Sponsorship & Marketing

Private aviation company NetJets has renewed its sponsorship agreement with golf’s PGA Tour.
Tennis
Sponsorship & Marketing

The Professional Tennis Players Association (PTPA) has announced that CSM Sport & Entertainment will be the official partnership development agency for the PTPA and its for-profit Winners Alliance, focusing…
Baseball
Sponsorship & Marketing

Electronic security services company ADT will be the official jersey patch sponsor of MLB club the Miami Marlins in 2023, agreeing a three-year deal through the 2025 season
Athletics
Sponsorship & Marketing

The Bank of America has doubled its brand presence among the World Marathon Majors by adding Boston Marathon 'presenting partner' rights to its role as title sponsor of the Chicago Marathon
American Football

Chinese consumer electronics company TCL is aiming to boost brand awareness and promote its expanded television product range through its sponsorship agreement with the National Football League. Matthew Williams reports.
Motorsport
Fan Engagement

Technology and business solutions provider NTT has extended its title sponsorship with IndyCar in a multi-year agreement that also includes status for NTT as the official technology partner
Golf
Sponsorship & Marketing

TMRW Sports has announced a multi-year deal with digital growth consultancy and technology services company Next League to work on TMRW Sports' tech-infused team competition, TGL
Basketball
Sponsorship & Marketing

Miami-Dade County is nearing a naming rights deal with IT management solutions company Kaseya for Miami-Dade Arena, formerly known as FTX Arena, home of the National Basketball Association's Miami Heat
Motorsport
Sponsorship & Marketing

McDonald's has been named the first founding partner of NASCAR's inaugural Chicago Street Race Weekend, granting the fast-food chain official presenting, marketing, and promotional rights for the race…
Football
Sponsorship & Marketing

The National Women’s Soccer League has renewed its sponsorship deal with Anheuser-Busch for the 2023 season, making Bud Light the official beer of the NWSL.
Football

The structure of Expedia’s latest sponsorship agreement with Uefa sets a precedent for the creation of a new sponsorship tier for the men’s Champions League. Matthew Williams reports.
Football
Sponsorship & Marketing

Anheuser-Busch has announced a multi-year sponsorship renewal of a long-time agreement with the Mexican Football Federation (FMF) as the official beer partner for the men's national team's United States…
Ice Hockey
Licensing & Merchandising

Global merchandising and sports retail company Fanatics has expanded its connection with the National Hockey League in a landmark deal through which it will replace Adidas as the organisation’s official u…
Motorsport
Sponsorship & Marketing

Hard Rock International, the restaurant, hotel and casino company, is joining the list of presenting partners for the Las Vegas Formula 1 Grand Prix ahead of the inaugural event in November 2023
Football
Fan Engagement

Short-form video platform TikTok has signed a 'multi-year' agreement with Major League Soccer to become an 'Official Partner' of the league
Football
Sponsorship & Marketing

Kansas City Current of the National Women's Soccer League has extended its deal with ticket technology platform SeatGeek as the club gets set to open the first women's soccer-specific stadium in 2024