North America
AT&T rebrands Red River Rivalry
US telecommunications company AT&T has reached a multi-year agreement with the University of Oklahoma and the University of Texas to rebrand the long-running annual American football showpiece between the two schools.
TaxSlayer touches down for Gator Bowl naming spot
Financial services company TaxSlayer has agreed a six-year naming rights partnership with Gator Bowl Sports for the Gator Bowl American football college game.
Los Angeles Dodgers strike deal with Security Benefit
Major League Baseball team Los Angeles Dodgers has agreed a commercial partnership with US retirement market specialist Security Benefit.
Chicago Cubs warm up for Opening Night with Weber
Major League Baseball team Chicago Cubs has signed a multi-year sponsorship agreement with grill manufacturer Weber.
Kentucky Derby renews with wine partner
Washington state-based wine producer 14 Hands Winery has been named as a sponsor of the Kentucky Derby horse race.
PepsiCo strikes MLB extension
US multinational food and beverage corporation PepsiCo has announced a multi-year extension to its sponsorship agreement with Major League Baseball Properties, which has run for over 15 years.
LPGA reveals partners for International Crown debut
The Ladies Professional Golf Association has announced Hana Financial Group, Pandora Jewellery and luxury watch brand Rolex as ambassador sponsors for its inaugural International Crown tournament, which takes place on July 24-27 at Caves Valley Golf Club in Owings Mills, Maryland.
RBC tees up Canada Cup sponsorship
Sports management and marketing agency SportBox Entertainment Group has brokered a partnership with golf’s PGA Tour to make Canadian financial institution RBC the title sponsor of the Canada Cup.
Hyundai touches down with new Sun Bowl deal
The US subsidiary of Korean automotive manufacturer Hyundai has announced a six-year extension to its title sponsorship of the Sun Bowl American football collegiate game.
Texas Rangers bring local partner on board
Major League Baseball franchise Texas Rangers has entered into a partnership with data centre services provider CyrusOne.
Sycuan pitches in with San Diego Padres extension
Major League Baseball team San Diego Padres has announced a five-year renewal of its partnership with the Sycuan Band of the Kumeyaay Nation.
Zevia pitches in with Oakland Athletics deal
Major League Baseball team Oakland Athletics has agreed a commercial partnership with zero calorie soda brand Zevia.
Heathrow Express wings in to partner USA Rugby
USA Rugby has announced a sponsorship agreement with Heathrow Express, the train service connecting Heathrow airport to London’s city centre, on the back of its national team’s qualification for the 2015 Rugby World Cup in England.
Powerboat P1 calls in Lycamobile for 2014 season
Pre-paid mobile SIM card provider Lycamobile has agreed a partnership with Powerboat P1 for the marine motorsport series’ 2014 season.
Pittsburgh Pirates team up with Coca-Cola
Major League Baseball team Pittsburgh Pirates has announced a multi-year partnership with soft drinks giant Coca-Cola.
Detroit Tigers strengthen ties with AAA Michigan
Automobile club AAA Michigan has signed a five-year sponsorship agreement with MLB baseball team Detroit Tigers.
Church & Dwight strikes MLB deal
Personal care and household products manufacturer Church & Dwight has reached a multi-year agreement to make its Arm & Hammer and OxiClean brands the official laundry, detergent and stain removers of Major League Baseball.
Sport takes centre stage at the UK Sponsorship Awards
The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.