North America
Letter from the IEG Sponsorship Conference, Day Three and Four
Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.
Dr Pepper enhances college football presence by backing Playoff National Championship
Soft drinks brand Dr Pepper has reached an agreement with US sports broadcaster ESPN to become the first official championship partner and a presenting sponsor of the new College Football Playoff National Championship Trophy.
MLB’s Blue Jays unveil Acer partnership
Information and communication technology company Acer has struck a one-year partnership with Major League Baseball’s Toronto Blue Jays.
New York Rangers take on gaming partner
NHL ice hockey team New York Rangers has announced a marketing partnership with interactive and mobile casino-themed game provider Caesars Interactive Entertainment, making its World Series of Poker portal the Rangers’ exclusive online gaming partner.
Riddell extends NFL partnership
Sporting goods company Riddell has extended its agreement to produce collectible helmets for the NFL through the American football league’s 2018-19 season.
Etihad Airways signs MLS deal
Abu Dhabi-based airline Etihad Airways has agreed a multi-year partnership with Major League Soccer, the top division of football in North America.
NFL converts Bose headset deal
The NFL has confirmed an expansion of its sponsorship agreement with Bose that makes the US audio equipment manufacturer the official headphone and headset provider for the American football league.
Toyota takes the lead as first Daytona Founding Partner
Japanese carmaker Toyota has become the first Founding Partner of the Daytona International Speedway in Florida, in a deal from 2015 to 2025.
Verizon gets IndyCar for lower cash fee than Izod
US mobile telecoms operator Verizon Wireless has agreed to pay $12m (€8.6m) per year for the title sponsorship and ‘activation and media’ rights to the IndyCar Series, the North American open-wheel motor racing championship.
Nascar partners with Janssen Pharmaceuticals in health awareness drive
North American stock-car racing series Nascar has entered into an agreement that makes Janssen Pharmaceuticals its official cardiovascular partner.
Quicken Loans takes naming rights to Woods’ PGA Tour event
US retail mortgage lender Quicken Loans has agreed a multi-year deal to become the new title sponsor of the PGA Tour golf tournament formerly known as the AT&T National, along with becoming an official partner of the Tour itself.
MLB’s Pirates toast brewery partnership
Major League Baseball team Pittsburgh Pirates has announced a multi-year partnership with beer producer the Pittsburgh Brewing Company.
MLB’s Pirates strike extended deal with Highmark
Health insurance provider Highmark Blue Cross Blue Shield has signed a multi-year extension to its partnership with Major League Baseball team Pittsburgh Pirates.
MLB makes a date with Match.com
North American baseball league Major League Baseball has entered into a partnership with dating website Match.com for the 2014 season.
ATP powers home Enel extension
Italian power company Enel has announced a three-year renewal to its partnership with the Association of Tennis Professionals, the governing body of men’s professional tennis.
Wells Fargo renews commitment to PGA Tour event
San Francisco-based financial services firm Wells Fargo has reached a five-year agreement with tournament host organisation Champions for Education to extend its title sponsorship of the Wells Fargo Championship PGA Tour golf event through 2019.
Bellator pins down Bamboo Nutra deal
Mixed martial arts series Bellator has announced a multi-year sponsorship deal that makes health supplement and lifestyle company Bamboo Nutra the official nutrition and supplement partner of Bellator.
WNBA’s Minnesota Lynx nets jersey sponsor deal
Women’s National Basketball Association champion Minnesota Lynx has announced a multi-year jersey sponsorship agreement with non-profit medical care group Mayo Clinic.