North America
Nascar driver Larson suspended, loses three sponsors for racial slur during virtual race
Nascar driver Kyle Larson has been suspended without pay by his team Chip Ganassi Racing, among a series of punishments, for using a racial slur on a live stream during a virtual race over the weekend
Liberty signs jersey deal with FanDuel
Gaming company aligns with WNBA team
Steal a Base, Steal a Taco – Taco Bell & MLB
At the 2019 World Series, Taco Bell rolled out the seventh iteration of its ‘Steal a Base, Steal a Taco’ campaign with a strand allowing fans to gamble on which player would steal the crucial base.
China’s top court gives Michael Jordan partial victory
Former basketball star Michael Jordan has scored a small win in his long-running legal tussle with Chinese sportswear firm Qiaodan Sports
Tampa Bay Buccaneers’ uniform redesign leads to merchandise sales spike
The National Football League’s Tampa Bay Buccaneers are continuing to reap the commercial rewards of the arrival of superstar quarterback Tom Brady.
Nascar’s Wallace loses Blue Emu sponsorship after quitting esports race
Nascar driver Darrell ''Bubba'' Wallace has lost the sponsorship of pain-relief brand Blue Emu after angrily quitting an esports event
New England Patriots, Fanatics sign 10-year e-commerce deal
The National Football League’s New England Patriots have announced a 10-year e-commerce partnership with global licensed sports merchandise manufacturer and retailer Fanatics, which will lead all online a…
FanBods – Fountain Tire & the Edmonton Oilers
At the start of the 2018-19 NHL season, employee at Edmonton-based auto service/retailer Fountain Tire painted themselves in Oilers blue-and-orange and used the images to let fans create cheers for social sharing.
Battles from the Bench – SAP & the NHL
At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.
Topps expands trading card line with artist collaborations
"Project 2020" will see classic baseball cards reinterpreted by a broad mix of modern artists
Los Angeles Rams unveil new logo, color scheme ahead of SoFi Stadium move
The National Football League's Los Angeles Rams have unveiled a new brand identity, which is timed to coincide with the team's scheduled move to the $5bn SoFi Stadium for the start of the 2020 season
Non-exclusivity the key to shoe and betting category NBA deals
The NBA’s strategy of non-exclusivity in the footwear and betting partner categories yielded both revenue and marketing value for the league before the NBA shutdown this month.
Tampa Bay Buccaneers enjoy merchandise sales spike following Brady’s arrival
The National Football League's Tampa Bay Buccaneers have enjoyed an immediate merchandise sales spike following the arrival of legendary quarterback Tom Brady
LaLiga North America signs sports betting sponsorship with PointsBet
LaLiga North America is looking to capitalize on the new sports betting landscape in the United States by signing a partnership with global sportsbook operator PointsBet
Ford sponsors Churchill Downs, Kentucky Derby
US automotive manufacturer Ford has signed a five-year sponsorship deal with the Churchill Downs racetrack
Arizona Coyotes sign practice jersey partnership with Dutch Bros Coffee
The National Hockey League's Arizona Coyotes have signed a partnership with Oregon-based coffee company Dutch Bros Coffee, whose logo will appear on the team's practice jerseys for the remainder of the 2…
Snickers to become presenting partner of WWE’s WrestleMania 36
Chocolate brand Snickers will become the exclusive presenting partner of WrestleMania 36 as part of a partnership extension between parent company Mars, Inc. and World Wrestling Entertainment for 2020.
Oppo signs up with Boston Marathon as mobile phone brand eyes US market
The Boston Athletic Association has signed Chinese smartphone brand Oppo as the latest sponsor of the Boston Marathon