North America

Ice Hockey

LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.
American Football

Japanese car company Toyota and the National Football League (NFL) have announced a multi-year sponsorship agreement that ends the league's search for an official automotive partner.
Football

Sportfive has begun the search for a director of global partnerships based in the United States to lead commercial sales on behalf of European football clubs, principally Borussia Dortmund
Basketball

The National Basketball Association and cognac brand Hennessy have announced a multi-year extension of their global marketing partnership
Motorsport

The organisers of the upcoming Formula 1 Las Vegas Grand Prix have made tequila brand Volcan de mi Tierra the latest addition to the event’s sponsorship portfolio. 
Rugby Union

Major League Rugby (MLR) has hired premium experiences company Legends with a brief to drive commercial revenue and accelerate growth for the North American professional rugby competition
Ice Hockey

The National Hockey League and National Hockey League Players' Association have extended car rental company Enterprise's North American sponsorship in a multi-year deal
Ice Hockey

Health insurance company Blue Shield of California has expanded its relationship with sports and entertainment group AEG by taking up the ‘Official Helmet Partner’ rights for the NHL’s LA Kings. T
Basketball

The NBA’s Miami Heat and Charlotte Hornets have signed up new jersey patch sponsors for the upcoming season but seven other teams, including current NBA champions, the Denver Nuggets, have still to confirm p…
Golf

TGL, the new technology-infused team golf competition established by TMRW Sports, has landed its first significant commercial partner, unveiling SoFi Technologies Inc, the digital personal finance company,…
Mixed Martial Arts

The Ultimate Fighting Championship has signed a multi-year deal with 4D Sight to use its virtual advertising technology to place digital sponsorships on the Octagon canvas during select UFC telecasts
Football

US Soccer and Ticketmaster have announced an agreement that makes the ticketing company the official ticketing partner of the governing body for "the next several years"
Ice Hockey

Regions Bank’s new jersey patch agreement with the Nashville Predators has taken the roster of National Hockey League (NHL) teams with jersey deals up to 17 with just two weeks to go before the start o…
Motorsport

Sports marketing agency Right Formula has strengthened its US offering by hiring Rick Cuellar as commercial vice-president
Ice Hockey

The Florida Panthers of the National Hockey League has turned to one of its strongest commercial partners, Amerant Bank, to become the new naming-rights partner of its arena
Ice Hockey

The National Hockey League is considering making changes to its digitally enhanced dasherboards (DED) after complaints from fans during the technology's debut season in 2022-23
Ice Hockey

North America’s new Professional Women’s Hockey League (PWHL) has signed up its first founder partner, a multi-year deal with Canadian Tire.
Multiple Sports

US venue development, advisory and investment company Oak View Group has teamed up with MSG Entertainment and Sphere Entertainment Company to launch a new entity that will manage sponsorships for sports and entertainment brands and venues around the world.