North America

Athletics
Sponsorship & Marketing

The Sportfive agency has stepped up its engagement with the Boston Athletic Association (BAA) by being appointed to lead the search for the next primary sponsor of the Boston Marathon
Boxing
Sponsorship & Marketing

Prominent boxing promoter Top Rank Boxing has expanded its agreement with Bud Light, in which the Anheuser-Busch brand will continue as the entity’s official beer sponsor and also become its exclusive h…
Basketball
Sponsorship & Marketing

Nike has formally ended its partnership with Brooklyn Nets guard Kyrie Irving, one month after suspending the National Basketball Association star
Motorsport
Sponsorship & Marketing

NASCAR has extended its long-running partnership with the Goodyear Tire & Rubber Company in multiyear deal, continuing the American multinational tire manufacturing company's position as the exclusive …
Baseball
Sponsorship & Marketing

Iconic MLB franchise aligns with Massachusetts-based insurance company
Football
Sponsorship & Marketing

UKG aims to raise both prize money and viewership as title sponsor of the NWSL Challenge Cup UKG’s presence will help promote the event and its broadcast scheduling
Football

Fifa will almost certainly secure a big uplift in sponsorship income for the 2023-2026 cycle, culminating in the 2026 World Cup in the US, Mexico and Canada. However, it will struggle to achieve the kind of increase which Fifa president Gianni Infantino has mandated from his commercial team.
NFL
Fan Engagement

The National Football League and global financial technology company Intuit have expanded their partnership in a four-year contract renewal that runs through 2026
Football
Fan Engagement

Canada Soccer announced a new partnership with Samsung Canada that will bring the two companies together to host watch parties as Canada's men's national team plays in its first Fifa World Cup since 1986
Football
Media

Qatar Airways, the state-backed airline, will sponsor Fox Sports' coverage of the 2022 Fifa World Cup in the United States, it has emerged
Multiple Sports
Finance & Law

Monumental Sports & Entertainment, parent organization of several North American pro teams, is stopping promotion of its FTX partnership after the cryptocurrency exchange filed for bankruptcy
Golf
Sponsorship & Marketing

American Honda, the North American subsidiary of Japanese automotive company Honda, has announced it is ending its long-running title sponsorship of the PGA Tour's Honda Classic at PGA National Resort …
Mixed Martial Arts
Sponsorship & Marketing

The Professional Fighters League has partnered with fintech startup Concerto to offer the mixed martial arts promotion's official Mastercard credit card
Esports
Finance & Law

United States-based global gaming and entertainment company TSM is suspending its 10-year naming rights deal with FTX after the cryptocurrency exchange filed for bankruptcy
Football
Media

Tech giant Apple has gained the rights to place the Apple TV logo on the sleeves of all 29 Major League Soccer teams as part of the landmark, 10-year global rights deal between the two parties.
Golf
Sponsorship & Marketing

The PGA Tour and American global airline United Airlines have secured a multiyear extension of their marketing partnership through 2025
Basketball
Sponsorship & Marketing

The National Basketball Association's Golden State Warriors have reportedly suspended their partnership with beleaguered cryptocurrency exchange FTX, pulling all in-arena promotions and advertisements…
Football
Sponsorship & Marketing

Just days before the men's 2022 Fifa World Cup kicks off in Qatar, organizers are moving Fifa sponsor Budweiser's beer stands away from the tournament's eight stadiums, limiting the brand's visibility