North America


Carmaker Nissan has signed a five-year deal with City Football Group (CFG), the first such sponsorship signed by the joint football enterprise.

Luxury watch brand Omega fended off a competing bid from rival watchmaker Rolex to extend its Official Timekeeper deal with the PGA of America for eight years. Omega paid between $5m (€3.8m

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Carmaker Mercedes-Benz, watchmaker Rolex and IT company IBM are the most prolific sponsors among the brands that sponsor golf’s four major tournaments. Each has a deal with more than one Major. The 21 main sponsorship positions across the four tournaments are taken up by 16 different brands.

The value and scope of team sponsorships varied wildly among the teams that competed in the finals of the 34th America’s Cup, held in 2013.

German luxury car brand BMW has paid an increased fee for the right to extend its partnership with golf’s European Tour for four more years, from 2015 to 2018.

Professional services group KPMG has agreed a five-year deal, from 2015 to 2019, to title sponsor the Women’s PGA Championship, the first women’s golf major to be organised as a joint venture between the LPGA and the PGA of America.

Motor oil company Castrol is paying a higher fee per year for its renewed deal with the National Football League (NFL) after rights to activate the partnership in Mexico and run a fantasy football competition were added to the new contract.

The ‘Trio to Rio’ concept created by national governing bodies USA Swimming, USA Track & Field and USA Gymnastics could lead to a collaborative sponsorship programme between the organisations if it proves successful.

The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.

Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.

Japanese carmaker Toyota has become the first Founding Partner of the Daytona International Speedway in Florida, in a deal from 2015 to 2025.

US mobile telecoms operator Verizon Wireless has agreed to pay $12m (€8.6m) per year for the title sponsorship and ‘activation and media’ rights to the IndyCar Series, the North American open-wheel motor racing championship.

Stock market-listed online gaming company deals last month with two sports teams linked to the newly-regulated New Jersey online gaming market in the US are focused on digital rights in line with the company’s increasingly cost-conscious approach to sponsorship.

Italian swimwear company Arena outbid rival Speedo to sign its Official Partner deal with Fina, the world governing body for swimming, last month

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

Beazley is a specialist insurance company that relies heavily on strong relationships with insurance brokers. Its five-year commitment to sponsor British Fencing, from 2011 to the end of 2015, provides the business with different ways of engaging with brokers - including through PR in target media and client entertaining opportunities.

Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.

The PGA Tour’s sponsorship renewal with brewer Anheuser-Busch last month is understood to have included an increased fee that will lift the organisation’s annual sponsorship income of between $550m (€401m) and $600m.