North America
Mars continues to satisfy Nascar’s sweet tooth
Food manufacturer Mars has announced a multi-year extension to its sponsorship of Nascar and the Joe Gibbs Racing team in the North American stock-car racing series.
Bills secure extension with banking partner
NFL American football franchise the Buffalo Bills has agreed a five-year extension to its sponsorship agreement with US commercial bank MT&T Bank.
NHL’s Coyotes seal new arena naming rights partner
The National Hockey League’s Arizona Coyotes has sealed a nine-year deal for Gila River Casinos to become the new naming rights partner of the ice hockey franchise’s home arena.
IMSA extends with Continental
US sanctioning body the International Motor Sports Association has agreed a multi-year extension to its partnership with tyre manufacturer Continental.
IMG College to drive sponsorships for Harvard Athletics
The IMG College agency has signed a multi-year deal with Harvard University to boost the sponsorship programme of its athletics department.
National Guard withdraws from Nascar and IndyCar
US reserve military force the National Guard has announced it will withdraw from its sponsorship commitments to Nascar and IndyCar at the end of the US motor racing series’ 2014 seasons.
TAG Heuer expands IndyCar ties
Swiss watch brand TAG Heuer has reached an agreement to become the official watch of the IndyCar Series motor racing championship and Indianapolis Motor Speedway.
PGA of America counts on Omega as long-term partner
Swiss watchmaker Omega has extended its partnership with the Professional Golfers' Association of America through to 2022.
Detroit Lions go green with Repreve
NFL American football team Detroit Lions has announced recycled fibre brand Repreve, part of the Unifi manufacturing company, as its official sustainability partner.
Nationwide touches down with NFL partnership
Ohio-based insurance and financial services firm Nationwide has signed a three-year deal to become an official insurance sponsor of the NFL through to the end of the American football league’s 2016 season.
Chobani feeds into college market with IMG
American Greek yoghurt brand Chobani has signed a multi-year deal with the IMG College agency to promote its brand through a number of US universities.
CFL gets teeth into Canada Beef deal
The Canadian Football League American football competition has announced a three-year partnership with Canada Beef.
Lexus on board for cycling’s USA Pro Challenge
Lexus, the luxury car division of Japanese automotive manufacturer Toyota, has signed a two-year deal to become the official vehicle of the USA Pro Challenge through the 2015 edition of the annual cycling race.
Rutgers marks Big Ten switch with sponsor deals
The athletics division of Rutgers University has agreed five-year sponsorship deals with Robert Wood Johnson University Hospital and health insurance provider AmeriHealth New Jersey to mark the US college’s move into the Big Ten Conference.
Bank of America backs Special Olympics World Games
US financial institution Bank of America has enhanced its long-standing association with the Special Olympics multi-sport event ahead of its 2015 World Games in Los Angeles.
Dannon scoops up NFL partnership
Food products company Dannon has reached an agreement to become the official yoghurt sponsor of the NFL American football league from 2015.
Samsung, Diageo and HSS team up with USA Basketball
USA Basketball has announced new marketing partnerships with electronics manufacturer Samsung, beverages company Diageo and the Hospital for Special Surgery (HSS) in deals that will run through 2016.
New York City FC recruits Hays
Global recruitment specialist Hays has entered into a three-year partnership with Major League Soccer newcomer New York City Football Club.