North America

Nascar and nVenue have announced a multi-year deal to create in-race micro-betting markets and predictive contests for the motorsport series

American Express is returning as a US Open Tennis Championships sponsor in a multi-year renewal with the United States Tennis Association (USTA)

The Ladies Professional Golf Association (LPGA) has overhauled its sponsorship sales model by aligning with Fenway Sports Group (FSG) under a “commercial alliance” announced today (Tuesday).

Verizon is the first major sponsor of the National Football League's Washington Commanders since the ownership takeover by Josh Harris was finalised last month

Major League Soccer and energy drink Celsius have signed a sponsorship deal through 2026, marking the first nationwide sports partnership for the brand

The United States Tennis Association has announced digital fan features appearing on USOpen.org and the US Open app through its partnership with sponsor IBM, including artificial intelligence (AI) generated commentary.

US jewellery maker Tiffany & Co. and hospital and medical services provider Mount Sinai have both announced multi-year renewals of their sponsorships of the US Open tennis Grand Slam. Tiffany & Co

USA Gymnastics has announced media and technology company Comcast as a sponsor of the governing body, with the Xfinity brand becoming the US Gymnastics Championships title sponsor through 2024

LaLiga North America has signed a three-year extension with telco Verizon in a United States exclusive deal

The signing of Lionel Messi by Major League Soccer side Inter Miami has allowed the team to more than double the value of its sleeve sponsorship position.

USA Gymnastics has announced a new five-year sponsorship with Nike that is the largest in the governing body's history

The National Basketball Association’s San Antonio Spurs are set to end a two-year search for a new arena naming rights sponsor via a deal with Frost Bank, according to reports. 

Jon Rahm, the number three ranked men's golfer in the world, is to continue as an ambassador of Blue Yonder, the United States supply chain management company, the two parties announced today (Tuesday)

Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.

Starr Insurance has become the first corporate entity to brand the sleeve of the New York Yankees jersey after at least two other high-paying brands were turned down by Major League Baseball’s most famous franchise.