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US automaker seeks to maintain tight link between racing and consumer car models Data-driven focus on fan journeys from tracks to dealer showrooms

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.

MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8

Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028

The Breeders’ Cup international horseracing event has signed up FanDuel and its betting affiliate TVG as the Official Wagering Partners of the Breeders’ Cup World Championships.

NFL American football franchise the Tampa Bay Buccaneers have signed a multi-year partnership with the North American division of South Korean automotive manufacturer Hyundai

The Cleveland Cavaliers NBA franchise and its associated NBA 2K League esports team Cavs Legion GC have partnered with cryptocurrency blockchain provider UnitedCoin

The Ultimate Fighting Championship (UFC) has announced a multi-year extension of its marketing partnership with Blackheart Premium Spiced Rum. Terms were not disclosed

Features

Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US

German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.

In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.

US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales

The NFL’s Miami Dolphins aims to be the number one American football franchise for international fan engagement by building on its brand fame worldwide, the ascendancy of its social media offering, Miami’s sta…

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Through 2017, Hyundai Motor has been communicating its future mobility positioning through a series of high-profile global brand marketing campaigns.

Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.