USA

Latest Features

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

Lowe’s – NFL home improvement partner and presenting sponsors of the ESPN and NFL Network telecasts – activated around the 2020 Draft with a campaign that adapted to Covid-19 by talking about the importance of the home.

Fans booing the Commissioner is an NFL Draft tradition, so when the 2020 draft was forced online by Covid-19, NFL official beer Bud Light collected boos online and amplified them socially.

To leverage its endorsement of Kawhi Leonard during the Toronta Raptor’s journey to the 2019 NBA Finals, league footwear sponsor New Balance ran a digital outdoor campaign in Toronto and San

In October 2019, three NFL franchises and their healthcare partners activated their deals under the ‘Crucial Catch to Intercept Cancer’ platform.

The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet

The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union

LAFC has extended its partnership with the Los Angeles County Metropolitan Transportation Authority (Metro), which is designed to encourage fans to take the Expo Line or Silver Line to the Major League …

The National Hockey League's Vegas Golden Knights have signed a multiyear partnership with The Juice Standard, a Las Vegas-based cold-pressed juice restaurant.

Features

Jumping off the celebration of 100 years of professional football in the US in 2019, Bud Light created a once-in-a-lifetime experience for 100-year-old Kansas City Chiefs fan Melba Mills.

With the 2020 NFL Draft pushed online due to Covid-19, the NFL’s official yoghurt leveraged its rights via a digital campaign that poked fun at the idea of the uber-macho football star.

Busch celebrated its 40-year presence at the Daytona 500 in February 2019 by turning Stewart-Haas Racing’s 2018 No. 4 car into 40 limited-edition cans.

In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.

NFL sponsor Microsoft activated around the 2020 Super Bowl with an inspirational, equality-focused campaign based on the story of 49ers coach Katie Sowers.

In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.

In 2018, T-Mobile US’s Metro by T-Mobile brand activated its UFC rights through a live 90-minute brand-owned social broadcast which set out to fill the pre-fight content void.

In October 2019, Budweiser leveraged its NWSL sponsorship through a Megan Rapinoe- fronted campaign that aimed to solicit new sponsors for the US women’s professional league.

Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.

Captain Morgan joined MLS as official rum and spirits partner in 2019, activating through a season-long campaign that spanned stadium signage, around-the-ground street teams and sampling, ticket giveaways, national television ads, OOH work and digital and social content.

In July 2019, Audi’s American arm launched a new multi-year youth initiative within its MLS activation programme called ‘Goals Drive Progress’.

Budweiser activated at the start of the 2019 MLB season with an inspirational, multi-platform tribute to Jackie Robinson.

In 2016-17, Delta leveraged its Chelsea partnership to refresh its in-flight safety video with an animated film featuring stars Willian, Gary Cahill and César Azpilicueta.

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.

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.

Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.

Central and venue naming rights deals in Major League Baseball.

In the latest interactive data report SportBusiness Sponsorship analyses the sponsorship landscape in Major League Soccer (MLS)

The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.