North America

Texan cruise operator Carnival Cruise Lines has agreed a multi-year partnership with Dallas Cowboys to become the NFL American football team’s official cruise line.

American communications company CenturyLink has reached a three-year deal to become an official partner of the Denver Broncos, effective from the 2014 NFL American football season.

NFL American football team Cleveland Browns have signed a sponsorship agreement with Columbus-based discount department store chain Value City Furniture that will look to capitalise on increased fan interest surrounding the franchise’s pre-season training camp.

Branded merchandise company G&G Outfitters has agreed a three-year extension to its partnership with US college athletics conference the Patriot League.

College sports organisation the Pac-12 Conference has signed a three-year partnership with energy company Chevron.

Online payment system Bitcoin has expanded its involvement in American college sport through a sponsorship agreement with the Georgia Institute of Technology’s Athletic Association.

Carmaker Mercedes-Benz, watchmaker Rolex and IT company IBM are the most prolific sponsors among the brands that sponsor golf’s four major tournaments. Each has a deal with more than one Major. The 21 main sponsorship positions across the four tournaments are taken up by 16 different brands.

Beverages group Dr Pepper Snapple has entered into a sponsorship agreement with Major League Baseball franchise the San Francisco Giants.

United Airlines and Citrix, a mobile services company, have secured deals with the Santa Clara Stadium Authority and the San Francisco 49ers to become commercial partners of the NFL American football franchise’s new stadium.

Major League Baseball (MLB) has entered into a partnership with consumer electronics company iON America.

Bedding provider Tempur-Pedic has become an official sponsor of golf’s PGA Tour.

Florida-based elite sports training institute IMG Academy has reached a deal to become the title sponsor of the Junior World Golf Championships from 2015.

Private aviation company Sentient Jet has agreed a multi-year deal to become the title sponsor of the Breeders’ Cup Juvenile grade one thoroughbred race, along with the exclusive private aviation partner of the Breeders’ Cup US horse racing showpiece.

North American stock car racing series Nascar has agreed a multi-year extension to its partnership with US signalling devices manufacturer Whelen Engineering.

Regional banking group KeyBank has signed a three-year extension to its sponsorship of Major League Baseball's Seattle Mariners.

California-based cloud-connected security and storage solutions company Barracuda Networks has agreed a four-year deal to become the title sponsor of the Reno-Tahoe Open PGA Tour golf event.