North America

US College Sport
Fan Engagement

The Atlantic Coast Conference (ACC) has hired consulting firm Elevate Sports Ventures in a multi-year deal to support the American collegiate conference with business intelligence and analytics, revenue…
Multiple Sports
Sponsorship & Marketing

Athletes Unlimited, the startup network of women's professional sports leagues, has extended its partnership with Nike in a multi-year deal that will keep the American manufacturer as the uniform, athletic…
Baseball
Media

DirecTV will sponsor USA Baseball's team at the upcoming 2023 World Baseball Classic (WBC) in a deal that includes a jersey patch on the left sleeve of the Americans' uniforms
Multiple Sports
Industry Moves

Fanatics Collectibles, the trading cards and collectibles division of sports merchandise and digital platform Fanatics, has announced Ken Turner as its first chief marketing officer
Esports
Sponsorship & Marketing

La Liga North America has announced a sponsorship deal with Panini America as the third edition of eLaLiga US Challenge begins
Golf
Sponsorship & Marketing

Mastercard has announced the multi-year extension of its title sponsorship of the Arnold Palmer Invitational golf tournament and as the ‘Official Payment System of the PGA Tour’.
Mixed Martial Arts
Sponsorship & Marketing

Mixed martial arts promotion the Professional Fighters League (PFL) has agreed a sponsorship deal with men's hair care brand Just For Men for the 2023 PFL regular season and PFL Challenger Series
Football
Sponsorship & Marketing

National Women's Soccer League side Angel City FC has announced a sponsorship by PNC Bank that will make the Pennsylvania-based financial institution one of the club's founding partners and its 29th sponsor…
Motorsport
Sponsorship & Marketing

Aristocrat Gaming has been named the ‘Official Slot Machines Partner’ of the Las Vegas Grand Prix as part of a multi-year sponsorship deal.
Ice Hockey
Sponsorship & Marketing

The Seattle Kraken has signed up Muckleshoot Indian Tribe as its first jersey patch sponsor, with the organisation becoming the first Indian Tribe to agree such a deal in the National Hockey League (NHL)
Lacrosse
Licensing & Merchandising

USA Lacrosse has agreed a two-year partnership with CAA Sports Licensing, a division of Creative Artists Agency (CAA), to help American lacrosse's governing body capitalize the commercial use of its brand
Golf
Sponsorship & Marketing

LIV Golf is pitching its sponsorship proposition to agencies with a focus on its CW Network deal and new league concept.
Golf
Sponsorship & Marketing

Life insurance company Pacific Life has announced a new five-year sponsorship with the PGA Tour, designating the company as the 'Official Life Insurance Sponsor of the PGA Tour and PGA Tour Champions’.
Golf
Sponsorship & Marketing

Former world number one golfer and LIV Golf champion Dustin Johnson has ended his sponsorship agreement with Adidas after 15 years while 2017 Masters winner Sergio Garcia did not have his contract renewed…
Football
Sponsorship & Marketing

Major League Soccer has announced a pair of sponsorship deals ahead of the start of the 2023 season, extending the league's partnership with Audi and landing a new deal with RBC Wealth Management
Multiple Sports
Media

US financial services company Ally has agreed a multi-year marketing deal with the Walt Disney Company focusing on the Atlantic Coast Conference (ACC) college sports organisation that is designed to advance…
American Football

Michelob Ultra created a golf-themed Super Bowl advertising campaign inspired by the cult 1980s movie Caddyshack which encouraged viewers to pre-order their big-game beer stocks
Motorsport
Sponsorship & Marketing

The Haas Formula 1 team has signed up restaurant chain Chipotle Mexican Grill to its sponsorship portfolio