North America
Magic renew Disney patch deal, Hawks expand Chase pact
The National Basketball Association's Orlando Magic has extended its longstanding partnership with Walt Disney World Resort, which will remain the team's jersey patch partner
US Soccer, Truly Hard Seltzer strike multiyear deal
The United States Soccer Federation has brought in Truly Hard Seltzer as its first official hard seltzer in a multiyear agreement
St. Louis City SC, Centene end deal for stadium naming rights
15-year pact terminated after just eight months as corporate focus shifts
MLB posts more sponsorship growth in 2022
Forthcoming jersey patch deals expected to accelerate revenue escalation
NWSL signs MatchWornShirt deal ahead of 2022 title game
The National Women's Soccer League has secured a partnership with international sports auction site MatchWornShirt, which will allow fans to purchase jerseys worn by players in the upcoming 2022 championship…
OVG, CFG Bank strike naming rights deal for Baltimore arena
Sponsorship marks first sports facility pact for Maryland-based company
Gillette to air mixed-reality commercial on ‘MNF’
Gillette, the Procter & Gamble-owned razor and personal care products company, will showcase its innovation hub GilletteLabs during ESPN's Monday Night Football broadcast at Gillette Stadium on October…
Jägermeister extends role as ‘official shot of NHL’
The National Hockey League has announced a multiyear extension of its partnership in the United States with liquor brand Jägermeister, which will remain the “official shot of the NHL.”
JM Eagle and Plastpro name LPGA Tour event in Los Angeles
The LPGA Tour and Outlyr event management and sponsorship agency have named manufacturing companies JM Eagle and Plastpro as title and presenting sponsor respectively for the leading LPGA Tour event in…
McLaren introduces rotating digital signage to F1 cars
McLaren Racing has partnered with digital agency Seamless Digital to introduce cutting-edge technology which will allow the team to change the branding on its cars during a Formula 1 race weekend in a…
TelevisaUnivision to market Liga MX commercial rights in the US
Spanish-language media and content company TelevisaUnivision announced a landmark partnership with Mexican soccer league Liga MX, bringing the property's commercial rights to market in the United States…
Haas F1 brings in MoneyGram as new title sponsor
The Haas Formula 1 team has named American global payments and money transfer company MoneyGram International as its new title sponsor from the 2023 season in a multiyear agreement
Buccaneers tap Legends to boost German commercial presence
The Tampa Bay Buccaneers have signed a strategic partnership with premium experiences company Legends, which is focused on helping the National Football League team achieve commercial growth in Germany, …
MLS secures stake in TOCA Football as part of 10-year pact
Major League Soccer has secured an undisclosed equity stake in TOCA Football as part of a wide-ranging 10-year partnership with the soccer technology and entertainment company
Carlsberg partners with Canada Soccer, CPL
Canada Soccer announced Carlsberg as the official beer and non-alcoholic beer of the governing body’s national teams and the Canadian Premier League.
Next League teams up with LPGA
Sports technology service Next League has announced a multiphase strategic partnership with the Ladies Professional Golf Association to help reposition the LPGA as a technology-driven organization
American Express partners with Utah Jazz, trio of arenas
The National Basketball League’s Utah Jazz and the team’s arena, Vivint Arena, announced a new sponsorship agreement with American Express to make it the official payments partner of the Jazz and Vivint Are…
Sportfive adds Gen.G to esports representation roster
The Sportfive agency has added to its esports representation portfolio by agreeing a multi-year strategic alliance with the Gen.G organisation