North America

Football

Current and former members of the Canada Soccer board have been hit with a C$40m ($29.6m/€27.4m) lawsuit over approving the 2018 award of a long-term media and sponsorship rights contract to Canada Soccer Business.
Baseball

Insurance company New York Life has bolstered its sports sponsorship portfolio through deals with Major League Baseball and US Soccer.
Football

Concacaf has agreed a seven-year confederation-wide ball supply sponsorship deal with Japan-based sports equipment brand Molten
Football

JPMorgan Chase, the US multinational investment bank and financial services company, has struck a short-term naming rights deal for the home stadium of Major League Soccer's Inter Miami CF.
Football

Saudi-owned oil entity Aramco has announced an expansive sponsorship deal with Concacaf, the governing body for football in North and Central America and the Caribbean.
Basketball

The NBA will allow sponsors to make an extra on-court impact this weekend, at the first All-Star Saturday Night line-up to include a full-LED video sports floor made of glass
Football

Real Salt Lake of Major League Soccer and the Utah Royals of the National Women's Soccer League have agreed a deal with local-based Intermountain Health and its insurance arm Select Health for primary…
Football

The National Women's Soccer League has announced a multi-year sponsorship that makes the Google Pixel smartphone the league's official mobile phone partner and playoffs and championship presenting sponsor
Basketball

The National Basketball Association (NBA) has opened up a new sponsorship asset with the signing of financial services company SoFi as title sponsor of its Play-In Tournament
American Football

Mars Snacking delivered an augmented reality experience to activate its NFL sponsorship rights at Super Bowl LVIII.
Basketball

Emirates has announced a global sponsorship deal with the National Basketball Association (NBA) that will see it become the first-ever referee jersey patch sponsor for the league and the title sponsor of the NBA Cup.
Golf

Ally Financial has announced a new sponsorship of the United States Golf Association in a multi-year deal that will increase prize money at the US Women's Open to a new record
American Football

The Tennessee Titans has announced Verizon as its exclusive wireless telecoms sponsor of its new Nissan Stadium, which is due to open in 2027.
Golf

KPMG has focused on women's golf to target the growing number of women in C-suite roles at major companies.
American Football

NFL franchise the San Francisco 49ers and Levi Strauss & Co. (LS&Co.) have announced a proposed 10-year extension to their stadium naming rights and team sponsorship deal worth a combined $170m (€156.4m).
Surfing

The World Surf League (WSL) has announced a broadcast deal with ESPN that will put all 10 of the Championship Tour events in 2024 on ESPN+, as well as several new sponsors
Football

‘United. Near and Far.’ was an integrated consumer experience campaign from Marriott Hotels and the Marriott Bonvoy loyalty programme that fused the worlds of travel and sports to engage the more than 13 million Manchester United fans in the US with British event and hospitality culture.
Football

Brazilian financial and digital commerce service provider Inter&Co has signed a stadium naming-rights deal with Orlando City SC of Major League Soccer and the National Women's Soccer League's Orlando Pride