North America
MillerCoors toasts Sporting KC deal
US Major League Soccer team Sporting Kansas City has announced a deal with brewery MillerCoors to make its Coors Light brand its official domestic beer partner.
Nascar furthers green efforts with Safety-Kleen extension
North American stock-car racing series Nascar has agreed a multi-year extension to its partnership with used oil recycling and re-refining company Safety-Kleen.
Castrol continues to ensure smooth running of NFL
Motor oil and lubricants company Castrol has extended its sponsorship agreement with the NFL American football league through March 2017.
Pacifico toasts ASP partnership
The Association of Surfing Professionals (ASP) has announced Mexican brand Pacifico as the official beer sponsor for its elite tour events in the US.
‘Trio to Rio’ may lead to joint sales for US Olympic sports
The ‘Trio to Rio’ concept created by national governing bodies USA Swimming, USA Track & Field and USA Gymnastics could lead to a collaborative sponsorship programme between the organisations if it proves successful.
Chick-fil-A expands title sponsorship of Peach Bowl
US fast food restaurant chain Chick-fil-A has extended and expanded its title sponsorship of the Peach Bowl post-season college American football game.
Vology pitches in with Tampa Bay Rays deal
Technology solutions provider Vology has agreed a three-year sponsorship deal with Major League Baseball team Tampa Bay Rays.
University of Louisville Athletics scores Adidas extension
The University of Louisville Athletics department has extended its long-term partnership with sportswear company Adidas through 2018-19.
Luvo strikes deal with New York Yankees
Lifestyle food brand Luvo has entered into a partnership with MLB baseball team New York Yankees.
USATF secures ‘game-changing’ Nike extension
USA Track & Field (USATF), the governing body for athletics in the United States, has extended its deal with sportswear giant Nike through 2040.
MLB’s Padres strike National University partnership
MLB baseball franchise the San Diego Padres has agreed a multi-year partnership with local education establishment National University.
Adidas scores long-term MSU extension
German sportswear manufacturer Adidas has reached a seven-year extension to its partnership with US university Mississippi State (MSU).
NBA jersey sponsorship ‘inevitable’ – Silver
NBA commissioner Adam Silver has said the introduction of jersey sponsorship in the North American basketball league is “inevitable,” adding the move would allow sponsors to counter the trend of skipping adverts during game broadcasts.
Sky Blue FC set for NWSL kick-off with new main partner
National Women’s Soccer League team Sky Blue FC has announced New Jersey-based healthcare organisation Meridian Health as its title sponsor for the 2014 season.
Major League Lacrosse brings in education partner
Education specialist Trilogy Lacrosse has agreed a partnership to become the official education partner of Major League Lacrosse in the US.
Northwestern Mutual extends NCAA sponsorship
US financial services firm Northwestern Mutual has reached a deal with media companies CBS Sports and Turner Sports to extend its partnership with the National Collegiate Athletic Association (NCAA) through 2020.
PlayStation lands Top Rank Boxing shot
Sony Computer Entertainment has agreed a deal to become the official gaming partner of boxing promoter Top Rank Boxing in a move that will promote its PlayStation games consoles.
Ford becomes automotive partner of IMSA championships
The International Motor Sports Association has agreed a three-year deal to make Ford an official automotive partner of its United SportsCar Championship and SportsCar Challenge series.