North America

Basketball

Kia, the Korean car manufacturer, has further strengthened its presence in the National Basketball Association, stepping up its involvement with Orlando Magic to take over the naming rights to the franchise's home arena.
Golf

Professional services company Cognizant has become title sponsor of the PGA Tour golf tournament formerly known as the Honda Classic
Basketball

The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.
Baseball

The St. Louis Cardinals Major League Baseball franchise and hometown brewing giant Anheuser-Busch have agreed to a five-year extension of their long-term marketing agreement through 2030
Motorsport

Castore has made its first entry into Nascar via an agreement with the Hendrick Motorsports team.
Football

US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire
Football

Brazilian media group Globo has reclaimed rights to the Copa América after securing exclusivity in the country to next year’s tournament, while brewing giant AB InBev will sponsor the event through its Michelob Ultra brand.
Golf

The PGA Tour has entered into advanced talks with Strategic Sports Group (SSG), a consortium of US-based sports team investors that includes Fenway Sports Group (FSG), as an agreement with Saudi Arabia's…
Football

Confederation of North, Central America and Caribbean Association Football (Concacaf) sponsors Modelo, Qatar Airways, Toyota and Valvoline have stepped up their backing of the governing body by becoming the founding partners of its new W Gold Cup competition.
Ice Hockey

Toronto-based pizza chain Pizza Pizza has taken over the home helmet sponsorship rights to the NHL’s Toronto Maple Leafs from social media platform TikTok.
Multiple Sports

Investors in FTX have filed lawsuits against Major League Baseball and the Mercedes-AMG Petronas Formula 1 team for allegedly helping to push the sale of unregulated securities via the cryptocurrency exchange
Basketball

The YMCA of Metro Atlanta has signed as the jersey patch partner to the NBA’s Atlanta Hawks in a purpose-led collaboration between the two entities.
Motorsport

Formula 1 team Red Bull Racing is in advanced negotiations with international financial services company JP Morgan Chase about a sponsorship agreement, SportBusiness can reveal
American Football

The North America arm of Japanese automotive manufacturer Nissan has reaffirmed its commitment to the Tennessee Titans by acquiring naming rights to the NFL franchise’s new stadium.
Basketball

The National Basketball Association has announced a multi-year sponsorship deal with footwear and apparel retailer Foot Locker that makes the brand an official marketing partner in the US
Golf

The LPGA Tour Championship, the season-ending event on the US women's golf tour, is to increase prize money by more than 50 per cent next year thanks to a renewed and enhanced partnership with title sponsor CME Group, the derivatives marketplace.
US College Sport

Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
Football

Nike’s long-standing association with Concacaf is under threat after the confederation began a request for proposal (RFP) process looking to maximise its expanded inventory and new-found competition i…