North America

Basketball
Events

CBS Sports and TNT Sports are not concerned about a potential viewership dip at this year's NCAA men's basketball tournament after last year's lowest-performing championship game and an absence of star…
US College Sport
Finance & Law

Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…
Football
Sponsorship & Marketing

The Kansas City Current have unveiled features of its new home, CPKC Stadium, which the National Women's Soccer League side claims is the world's first purpose-built ground for women's professional sport
American Football
Sponsorship & Marketing

FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.
Football

Inter Miami has reaped the benefits of signing Lionel Messi by striking the most valuable shirt sponsorship deal in Major League Soccer. SportBusiness Sponsorship analyses the league's shirt sponsorship market and league-level marketing category.
American Football
Sponsorship & Marketing

Shipping company FedEx has ended its stadium naming-rights deal with the National Football League's Washington Commanders two years early
Mixed Martial Arts
Finance & Law

TKO Group Holdings, the Endeavor-owned public company created by the merger of Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has reported revenue for the 2023 financial…
Football
Fan Engagement

Borussia Dortmund is eyeing a doubling of its sponsorship revenue emanating from the United States after opening its inaugural office in the Americas, chief executive Hans-Joachim Watzke has declared
Basketball

Kia's arena-naming rights agreement with the Orlando Magic is designed to give the firm a coast-to-coast profile in the US and cement its position in Orlando where it is second only to Toyota for car sales.
Football
Finance & Law

Current and former members of the Canada Soccer board have been hit with a C$40m ($29.6m/€27.4m) lawsuit over approving the 2018 award of a long-term media and sponsorship rights contract to Canada Soccer Business.
Baseball
Sponsorship & Marketing

Insurance company New York Life has bolstered its sports sponsorship portfolio through deals with Major League Baseball and US Soccer.
Football
Sponsorship & Marketing

Concacaf has agreed a seven-year confederation-wide ball supply sponsorship deal with Japan-based sports equipment brand Molten
Football
Sponsorship & Marketing

JPMorgan Chase, the US multinational investment bank and financial services company, has struck a short-term naming rights deal for the home stadium of Major League Soccer's Inter Miami CF.
Football
Sponsorship & Marketing

Saudi-owned oil entity Aramco has announced an expansive sponsorship deal with Concacaf, the governing body for football in North and Central America and the Caribbean.
Basketball
Fan Engagement

The NBA will allow sponsors to make an extra on-court impact this weekend, at the first All-Star Saturday Night line-up to include a full-LED video sports floor made of glass
Football
Sponsorship & Marketing

Real Salt Lake of Major League Soccer and the Utah Royals of the National Women's Soccer League have agreed a deal with local-based Intermountain Health and its insurance arm Select Health for primary…
Football
Fan Engagement

The National Women's Soccer League has announced a multi-year sponsorship that makes the Google Pixel smartphone the league's official mobile phone partner and playoffs and championship presenting sponsor
Basketball
Sponsorship & Marketing

The National Basketball Association (NBA) has opened up a new sponsorship asset with the signing of financial services company SoFi as title sponsor of its Play-In Tournament