USA
John Deere extends long-running title sponsorship of PGA Tour event
US agriculture and construction services company John Deere has extended its backing of the John Deere Classic, one of the longest running title sponsorships on the PGA Tour
Highmark and Buffalo Bills agree new stadium naming rights deal
Health insurance operator Highmark Blue Cross Blue Shield of Western New York will continue its stadium naming rights relationship with the Buffalo Bills when the NFL franchise moves to a new build in…
NBA generated $760.3m from its sponsorship portfolio in 2022-23
The NBA generated $760.3m in sponsorship income in 2022-23, renewing four contracts and agreeing two new deals with Hisense and Sorare. Matthew Glendinning provides detailed analysis of its commercial portfolio.
Big 12 takes sponsorship sales in-house
US college sports conference Big 12 has announced plans to create an internal commercial sales division for the first time in its 27-year history
MLB, MLB Players agree deal to streamline sponsor usage rights
Major League Baseball (MLB) and the MLB Players Association (MLBPA) have announced a new agreement designed to improve player marketing through league sponsors and third-party league relationships
NBA signs Michelob Ultra as first global beer partner
The National Basketball Association has announced that Michelob Ultra will be the exclusive and worldwide official beer partner of the NBA, WNBA, NBA G League, NBA 2K League, USA Basketball, and Basketball…
USGA extends Cisco sponsorship
The United States Golf Association has announced a multi-year extension with Cisco as the official technology partner of the USGA and its championships
SUM, FMF strike sponsor deal with La Verde for 2023 MexTour
Soccer United Marketing (SUM), the commercial arm of Major League Soccer and the Mexican Football Federation (FMF), have agreed a multi-year sponsorship agreement with La Verde Gas Station and Convenience…
Frito-Lay continues Fifa association with Women’s World Cup sponsor deal
Frito-Lay North America, the convenient foods division of PepsiCo, has continued its relationship with Fifa by becoming a sponsor of this summer’s Women’s World Cup.
Hilton upgrades from Ryder Cup supplier to top-tier sponsor
Ryder Cup Europe and the PGA of America have announced that Hilton has upgraded its sponsorship of the 2023 Ryder Cup to Worldwide Partner
MLS extends Home Depot sponsorship
Major League Soccer has announced a multi-year sponsorship extension with retail store Home Depot, which will continue as the league's official home improvement retailer
Gotham FC, Benfica announce partnership as NWSL club sets ticket record
National Women's Soccer League side NJ/NY Gotham FC has announced a "strategic partnership" with SL Benfica of the Campeonato Nacional Feminino
MLB’s Detroit Tigers expand Meijer sponsorship with jersey patch deal
Major League Baseball's Detroit Tigers have announced an expanded sponsorship with Michigan supermarket chain Meijer in a multi-year deal that will see the brand's logo appear on the team's uniform sleeve
Adidas named Match Ball Provider of Leagues Cup
The Leagues Cup, the tournament involving 47 teams across Major League Soccer (MLS) and Mexico’s Liga MX, has announced Adidas as an Official Partner and Official Match Ball Provider in a multi-year a…
Coca-Cola renews PGA Tour Championship sponsorship
The PGA Tour has announced that Coca-Cola has renewed its sponsorship of the Tour Championship in a deal that runs through the 2027 tournament and signed a five-year agreement to keep Coca-Cola as the…
State Farm to title sponsor Scripps’ WNBA Friday games on ION
Insurance company State Farm has been announced as the title sponsor for the Women's National Basketball Association's Friday Night Spotlight on ION for the 2023 season
Saints, Falcons new additions as NFL expands Global Markets initiative
The National Football League (NFL) has today (Tuesday) announced the expansion of its Global Markets Program, with the New Orleans Saints joining by becoming the first franchise to be awarded the French…