North America

American Football

Gaming company FanDuel has agreed a deal to become the first authorised gaming operator and official sportsbook partner of the Canadian Football League
Athletics

USA Track & Field (USATF), the governing body for American athletics, has announced Prevagen as its official 'brain health supplement'
Football

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
Multi-sport

US eyewear brand Oakley has been named the official eyewear of Team USA and LA28 Olympic and Paralympic Games
Multiple Sports

Atlanta-based Delta Air Lines has extended its sponsorship of Mercedes-Benz Stadium, home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United.
Ice Hockey

The National Hockey League has added global digital services and solution provider Presidio as the league's official technology innovation partner in a multi-year, North American partnership deal
Football

Gran Centenario has agreed a sponsorship deal with Soccer United Marketing (SUM) to become the ‘Official Tequila’ of the expanded Leagues Cup competition across North America. 
Football

BMO, the Canadian multinational financial services company, has signed a wide-ranging regional sponsorship deal with Fifa that covers the upcoming Women's World Cup and national team competitions run by…
American Football

The NFL made six additions to its domestic sponsorship portfolio for its 2022-23 season. Matthew Williams provides detailed analysis of a campaign when Apple Music replaced Pepsi as the Super Bowl halftime show sponsor but the automotive and headphone sponsorship categories remained open.
Football

Canada Soccer, the country's governing soccer body, is facing financial difficulties that may result in filing for bankruptcy protection
Football

LG Smart TV owners in the United States are to receive Major League Soccer's Apple Season Pass free of charge for two months
Baseball

Streaming platform Fubo has announced a sponsorship of Major League Baseball's Seattle Mariners, the fourth deal with an MLB team signed this season
Football

Sportfive has entered into a wide-ranging agreement with Concacaf, the governing body for football across North and Central America and the Caribbean, to provide digital services for its national team…
Baseball

The New York Mets' first-ever sleeve sponsorship deal with hospital group NewYork-Presbyterian is a highly flexible agreement with options on both the rights fee and contract term. Matthew Glendinning reports.
Ice Hockey

The National Hockey League's Anaheim Ducks have announced a three-year deal with Western National Property Management that will see the company's logo on the team's home and alternate jerseys
Golf

Majesticks GC, one of the 12 teams competing in the LIV Golf League, has sold its first official global sponsorship deal to cryptocurrency exchange OKX
Baseball

Sports merchandising company Fanatics has announced plans to open a new store at PNC Park, home to Major League Baseball's Pittsburgh Pirates, after agreeing a 10-year extension to a deal first signed…
Ice Hockey

The introduction of ‘digital dasherboards’ helped the National Hockey League to secure eleven new sponsors and extend deals with seven existing sponsors during its 2022-2023 campaign. Ben Cronin provides detailed analysis of team and league-level sponsorship deals.