North America
WNBA announces multi-year Mielle sponsorship
The Women's National Basketball Association has announced a multi-year sponsorship from beauty brand Mielle, making the company an official marketing partner and the 'Official Textured Hair Care Partner'…
Starr Insurance becomes Yankees jersey patch sponsor
The New York Yankees has become the latest Major League Baseball franchise to land a jersey patch sponsor, signing up Starr Insurance
Soccer United Marketing, AT&T sign multi-year sponsor extension for MLS, FMF
Soccer United Marketing (SUM), the marketing arm of Major League Soccer, has announced a multi-year extension between telecoms group AT&T and Leagues Cup, the Mexican Football Federation (FMF) and MLS
Netball World Cup loses title sponsor Vitality, nets Canada rights deal
The Netball World Cup has been left without a title sponsor just three weeks out from the start of the tournament, after insurance and investments company Vitality pulled out of its agreement
BodyArmor becomes official sports drink of Leagues Cup
BodyArmor has been named the official sports drink partner of the inaugural Leagues Cup tournament
NWSL agrees Therabody sponsorship
The National Women's Soccer League has announced the sponsorship of wellness technology company Therabody, giving the company the title of the NWSL's official wellness technology partner
Inter Miami taps Fracht Group as first main partner of ‘new era’
Major League Soccer's Inter Miami CF has announced a multi-year sponsorship deal with Fracht Group, the Swiss-based international freight forwarder and logistics service provider, which includes the brand…
NASCAR adds global esports sponsor Gen.G
NASCAR has announced a deal with global esports organisation Gen.G as the motorsport continues to plant its flag in different emerging industries
Hockey Canada names Henderson new CEO, Bauer resumes sponsorship
Katherine Henderson has been named the new chief executive and president of Hockey Canada following a tumultuous past year for the organisation
Eleven Sports Media adds Saints to fledgling NFL partnerships portfolio
The New Orleans Saints, of the National Football League, has hired digital advertising agency Eleven Sports Media to help attract small businesses to its partnership programme
Patch inventory will sell out, despite cautious first year for MLB and NHL
The addition of NHL jersey patch and MLB sleeve patch inventory to the existing NBA jersey patch programme has created a glut of inventory across the major US professional leagues. But, as Matthew Glendinning reports, agencies remain optimistic about demand for the assets.
Monster returns as Big3 sponsor for new season
American basketball league Big3 has announced that Monster Energy is returning as a league sponsor for the 2023 season
Cleveland Guardians join MLB’s jersey patch club
The Cleveland Guardians have become the latest Major League Baseball franchise to sign a jersey patch sponsor after Marathon, the retail brand of Ohio-based Marathon Petroleum Corporation (MPC), stepped…
DirecTV named presenting partner for Soccer Champions Tour
The Soccer Champions Tour has announced DirecTV as its presenting sponsor for the summer friendly tournament played in the United States
CFL names FanDuel as first authorised gaming operator
Gaming company FanDuel has agreed a deal to become the first authorised gaming operator and official sportsbook partner of the Canadian Football League
USA Track & Field adds Prevagen as sponsor
USA Track & Field (USATF), the governing body for American athletics, has announced Prevagen as its official 'brain health supplement'
Netspend becomes Leagues Cup sponsor in multi-year deal
The Leagues Cup, the North American club competition, has announced Netspend as the official debit, prepaid card and remittance partner of its expanded tournament in a multi-year sponsorship deal
Oakley adds official eyewear designation for Team USA, LA28
US eyewear brand Oakley has been named the official eyewear of Team USA and LA28 Olympic and Paralympic Games