North America

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
Basketball

A jersey patch deal between the NBA’s New York Knicks and the Saudi General Entertainment Authority’s Riyadh Season collapsed shortly before the 2023-24 season, forcing the team’s owner MSG Sports to co…
Golf

The evolution and expansion of sponsored broadcast features was key to the extension of professional services firm Aon’s ‘Official Marketing Partner’ agreement with the PGA Tour.
Golf

The conclusion of the 27-year-old relationship between Tiger Woods and Nike has raised questions for both parties in terms of their future role in the golf shoe and apparel business
Mixed Martial Arts

TKO Group, the Endeavor-owned public company created by last year’s merger of the Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has announced plans to combine the globa…
Basketball

The Indiana Pacers, of the National Basketball Association, have claimed a US major league professional franchise first, with their new jersey sponsor to incorporate a QR code-like patch
Ice Hockey

The Professional Women’s Hockey League (PWHL) has signed up Air Canada to its sponsorship portfolio ahead of its inaugural season.
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.