North America

Baseball

Investment management firm T. Rowe Price has acquired the jersey patch rights for the Baltimore Orioles to support an ongoing brand refresh at a local, national and global level.
Basketball
Sponsorship & Marketing

US-based sporting goods manufacturer Baden Sports has made a move into the European market in a four-year official ball supply deal with Germany’s Basketball Bundesliga (BBL).
Golf
Sponsorship & Marketing

TGL, the tech-driven team golf league backed by Tiger Woods and Rory McIlroy’s TMRW Sports, has brought in existing PGA Tour and DP World Tour tournament sponsor Genesis as its founding partner.
Golf
Industry Moves

Leading sports marketer Andy Weitz has been named chief marketing and communications officer and executive vice-president, investor relations, for the PGA Tour’s global operations.
Football
Sponsorship & Marketing

Michelob Ultra has signed multi-year international sponsorship agreements with Concacaf and Major League Soccer as AB InBev continues to push the beer brand in soccer
Olympic Games
Sponsorship & Marketing

Cisco joins LA28's second tier of major sponsors as the organising committee continues to chip away at its $2.5bn sponsorship revenue goal.
Cricket
Sponsorship & Marketing

The organisers of Major League Cricket (MLC) are in the market for a naming-rights sponsor for the Grand Prairie stadium in Texas, SportBusiness can reveal
Cricket

Vijay Srinivasan, chief executive of American Cricket Enterprises, the promoter of Major League Cricket, says the T20 league is ahead of schedule in its growth journey.
Golf
Sponsorship & Marketing

Car rental company Avis has today (Monday) extended its sponsorship deal with the PGA Tour through 2028, and added reigning PGA Championship winner Xander Schauffele as a brand ambassador
Ice Hockey

Ontario Lottery and Gaming (OLG) launched an activation at the 2024 NHL All-Star Fan Fair to deliver key messages about its lottery-based games and their contribution to community programmes.
US College Sport
Sponsorship & Marketing

College sports conferences have begun exploring naming-rights sponsorships as they look for new ways to draw revenue amid a changing financial landscape
Football
Sponsorship & Marketing

Florida tourism authority Experience Kissimmee has signed its biggest-ever deal in the UK football market by acquiring the sleeve sponsorship rights at Brighton & Hove Albion
Football
Sponsorship & Marketing

German workwear brand Engelbert Strauss has signalled its intention to move into the Americas by agreeing a multi-year sponsorship deal with the Federación Mexicana de Fútbol (FMF) on the eve of the C…
Baseball
Sponsorship & Marketing

The Baltimore Orioles of Major League Baseball has secured its first jersey patch sponsor in a deal with investment firm T. Rowe Price. The multi-year sponsorship puts T
American Football
Sponsorship & Marketing

More US colleges are set to seek new revenue streams after the National Collegiate Athletics Association (NCAA) announced it will allow sponsor advertising on football fields for regular-season games in…
Golf
Sponsorship & Marketing

All tournaments on the PGA Tour now have a title sponsor for the ongoing 2024 season, after Isco Industries, a piping solutions provider, acquired naming rights for the top event in Kentucky
Cricket
Sponsorship & Marketing

Mumbai Indians-owned MI New York has signed Accenture as its front-of-shirt sponsor in the latest signal of the upward trajectory of Major League Cricket (MLC).
Ice Hockey
Sponsorship & Marketing

Budweiser is back as an official beer of the National Hockey League in Canada after a two-year hiatus, while the league's sales process is live to fill the same category in the US market.