USA

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

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…

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.

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

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

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…

The United States Golf Association has announced a multi-year extension with Cisco as the official technology partner of the USGA and its championships

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 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.

Ryder Cup Europe and the PGA of America have announced that Hilton has upgraded its sponsorship of the 2023 Ryder Cup to Worldwide Partner

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

National Women's Soccer League side NJ/NY Gotham FC has announced a "strategic partnership" with SL Benfica of the Campeonato Nacional Feminino

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

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…

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…

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

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…