North America
LaLiga North America announces multi-year US partnership with Verizon
LaLiga North America has announced a multiyear partnership with telco Verizon, which is exclusive to the United States
MLS signs data-tracking deal with Second Spectrum
Major League Soccer has announced a multi-year partnership with technology company Second Spectrum to become the league’s first official advanced tracking data provider.
St. Louis MLS team in early talks with Anheuser-Busch about partnership
The Major League Soccer expansion team in St. Louis has engaged in preliminary conversations with local brewing giant Anheuser-Busch InBev about a possible partnership
American Airlines deal leads Watford’s portfolio building
Premier League football club Watford has signed a rest-of-season deal with US carrier American Airlines worth about £250,000 (€297,000/$323,000) in cash.
Anaheim Ducks’ Honda Center extends naming-rights deal through 2031
The Anaheim Ducks' home will continue to be known as the Honda Center through at least 2031 after stadium operators Anaheim Arena Management and American Honda Motor Co., Inc.
Savannah Bananas unveil innovative advertising-free ballpark
Coastal Plain League baseball team Savannah Bananas have announced that their historic ballpark, Grayson Stadium, will become completely advertising-free in the 2020 season.
Columbus Crew expands partnership with OhioHealth, jersey deal imminent
Major League Soccer's Columbus Crew SC has announced a multi-faceted partnership with local healthcare provider OhioHealth, which will gain the naming rights to the team's new training facility that is …
MiLB strikes multi-year deal with Stouffer’s
Brand's macaroni and cheese to be served at select ballparks
Kellogg’s expands MLS association to Canada
Major League Soccer (MLS) Canada has signed a sponsorship contract with food manufacturing company Kellogg Canada, which produces Kellogg's brand products
Legends sets up Global Partnerships division led by Hibbs
US-based sport and entertainment agency Legends has created a global partnerships division led by industry veteran Chris Hibbs, president of the new unit
NFL to allow sportsbook sponsors in 2020
The National Football League has continued its embrace of legalized sports betting by allowing sponsorships from sportsbook operators from the 2020 season
DC United finalizes Caesars Entertainment partnership, local TV deal
After months of speculation, Major League Soccer team DC United has confirmed a strategic partnership with leading casino operator Caesars Entertainment
Pain relief brand Blue-Emu strikes multi-year deal with MLB
Brand to use Hall of Fame catcher Johnny Bench in baseball-themed marketing campaign
Lagardère Sports to be rebranded and Felsing returns in H.I.G. takeover
H.I.G. Europe, an arm of the international private equity and asset management firm, has signed a definitive agreement to acquire a majority stake in the Lagardère Sports agency.
NHL signs multi-year Canadian partnership with Pinty’s
The National Hockey League has announced a multi-year Canadian partnership with Canadian fresh and frozen consumer-ready foods company Pinty’s Delicious Foods, Inc.
Captain Morgan to sponsor four additional MLS clubs
Spiced rum brand Captain Morgan has expanded its relationship with Major League Soccer by partnering with MLS teams Inter Miami CF, Los Angeles FC, Minnesota United and Nashville SC.
Philadelphia Union signs stadium naming-rights deal with Subaru
Major League Soccer's Philadelphia Union has signed a stadium naming-rights deal with car manufacturer Subaru of America in a multi-year partnership.
72 Hours – Heineken & Formula One
For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.