North America

US online broker TD Ameritrade has agreed a three-year sponsorship deal with the NFL American football league.

NFL American football team Seattle Seahawks has announced a sponsorship agreement with cruise line Princess Cruises.

A price has been pitched for title sponsorship rights to the World Marathon Major (WMM) series, from 2015, Sports Sponsorship Insider understands.

Amalie Oil Company has agreed a long-term partnership with Tampa Bay Sports and Entertainment to take on the naming rights of the home arena of NHL ice hockey team Tampa Bay Lightning.

North American stock-car racing series Nascar has agreed a long-term deal for US media company Comcast’s Xfinity brand to become the title sponsor of its second series.

Carmaker Nissan has signed a five-year deal with City Football Group (CFG), the first such sponsorship signed by the joint football enterprise.

Watch maker Citizen Watch Company of America has extended a long-standing partnership with the US Open tennis grand slam.

Global shipping, logistics and marine services provider GAC has penned a sponsorship deal with the Jacksonville Jaguars NFL American football franchise.

Luxury watch brand Omega fended off a competing bid from rival watchmaker Rolex to extend its Official Timekeeper deal with the PGA of America for eight years. Omega paid between $5m (€3.8m

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

U.S. Bank, part of the U.S. Bancorp financial services holding company, has entered into a partnership with NFL American football franchise the San Francisco 49ers.

Swiss watch brand Hublot has agreed its first partnership with an NFL American football team by announcing a deal with the Dallas Cowboys.

US fast food chain Popeyes Louisiana Kitchen has agreed to become title sponsor of the inaugural Bahamas Bowl college post-season American football game.

Ford-owned automotive repair chain Quick Lane Tire & Auto Center has agreed a multi-year deal to become title sponsor of the annual college American football bowl game held at Ford Field in Detroit.

Canadian energy company Imperial, in association with its Esso fuel brand, has become an official supplier to the Toronto 2015 Pan American and Parapan American Games.

Tyre brand Maxxis has announced a sponsorship agreement with NBA basketball team the Los Angeles Lakers for the 2014-15 season.