North America
Businessolver named second TGL founding partner
Businessolver has been unveiled as the second founding partner of golf's TGL in the US-based HR technology firm's second sponsorship in elite sport.
Truist replaces Wells Fargo in PGA Tour title role
Truist Financial Corporation has signed a seven-year agreement with the PGA Tour to become title sponsor of the tour’s ‘signature event’ in Charlotte, North Carolina.
IBX-Phillies deal highlights healthcare’s sports focus
The healthcare sector has notched up another major sponsorship of a US sports team with hometown health insurer Independence Blue Cross (IBX) becoming the Official Jersey Patch Partner of MLB’s Philadelphia P…
NFL bags Sony to fill high-priority headphone category
The National Football League (NFL) has ended its search to fill one of its flagship sponsorship categories after signing Sony in a deal which includes the league’s official headphone rights.
Intersport launches consultancy with O Street acquisition
Chicago-based agency Intersport has launched a football-focused sponsorship consulting practice through the acquisition of O Street Consulting.
Accenture to showcase expertise through MI New York jersey deal
Accenture was encouraged to sponsor Major League Cricket team MI New York because of the franchise’s willingness to tap into areas such as AI and analytics to develop off and on-pitch performance.
Unrivaled women’s 3×3 league secures founding sponsor Ally Financial
The new women's three-on-three (3x3) basketball league, Unrivaled, has announced its first founding partner in Ally Financial.
WNBA doubles down on betting partners with DraftKings
Fantasy gaming and sportsbook operator DraftKings has signed up as the second official betting partner of the Women’s National Basketball Association (WNBA), joining its rival FanDuel.
LA Lakers swaps Sportfive for Wasserman as sponsorship agency
The Los Angeles Lakers has announced the hiring of Wasserman as its exclusive commercial agency and tasked it with securing international sponsorships to grow the Lakers' reach and visibility worldwide
Brink to be focal point of New Balance’s WNBA foray
US sportswear brand New Balance has signed a non-exclusive sponsorship agreement with the WNBA that will enable it to amplify its existing endorsement deal with Los Angeles Sparks forward Cameron Brink.
Jersey patches predicted to drive new revenue to NCAA schools
The Elevate sports agency has released estimated jersey patch valuations for college football and basketball ahead of an expected 2025-26 season implementation. Shawn Medow speaks to executives from the agency to understand the size of the opportunity.
MGM Resorts-Yankees deal to support full casino licence bid
MGM Resorts International has chosen its MGM Resorts brand to become a 'Proud Partner’ of the New York Yankees in a move linked to the awarding of up to three full commercial casino licences in the New Y…
Florida State pens multimedia rights deal with Legends
Legends, the global experiences firm, has expanded its role in the US college sports scene, signing a 10-year multi-media rights partnership with Florida State University (FSU)
Presidents Cup secures third global sponsor in 1Password
Ahead of the next Presidents Cup in Canada, the PGA Tour has announced domestic cybersecurity brand 1Password as a new global sponsor.
Boston Celtics makes ‘local’ patch deal with Amica Mutual Insurance
NBA Champion Boston Celtics has a new jersey patch partner in New England-headquartered Amica Mutual Insurance, the longest-standing mutual car insurer in the US
New Era signs landmark NHL licensee deal
New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Healthcare sector makes US sponsorship top five
The health sector has become a leading source of sponsorship deals in the US but has yet to take off in Europe.
NYRA engages Playfly for Belmont Park revamp
The New York Racing Association has strengthened its association with Playfly Sports, which will aid a $455m transformation project aiming to “set the global standard” for horse racing venues.