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Unibet becomes New Jersey Devils’ latest sports betting partner
The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet
Arizona Coyotes partner with Mountain America Credit Union
The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union
LAFC extends partnership with Los Angeles County Metropolitan Transportation Authority
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 …
Golden Knights announce partnership with The Juice Standard
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.
American Express to title sponsor PGA Tour’s Desert Classic Pro-Am event
International financial services company American Express has agreed to become the title sponsor of the PGA Tour’s Desert Classic Pro-Am event in Palm Springs, California, in a multiyear deal.
Twitch becomes founding partner of Raiders’ Allegiant Stadium
Amazon-owned streaming platform Twitch will become a founding partner of the Raiders' Allegiant Stadium in Las Vegas from next year. Terms of the deal were not disclosed.
Haas, Rich Energy end title sponsorship deal
US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect
Dolphins build new partnership with RoofClaim.com
NFL American football team the Miami Dolphins has agreed a new sponsorship deal with RoofClaim.com, a residential roof-replacement service.
The partnership for the 2019 season makes RoofClaim
Arizona Cardinals sign 15-year partnership with Gila River Hotels & Casinos
Local casino operator expands sports sponsorship profile with Cardinals tie-in
Data Snapshot: NBA 2020-21
The Covid-19-enforced interregnum in the 2019-20 NBA season created an opportunity assuredly exploited by the league’s commercial team.
Game Growers – Nike & the NBA
Amid the 2019-20 NBA/WNBA season, the ‘Nike Game Growers’ initiative saw the sportswear giant work with the league to close the basketball participation gap for girls.
Connected by Magic – Walt Disney World & Orlando Magic
Between 2018 and 2020, Walt Disney World activated its Orlando Magic jersey patch partnership through a free jersey promotion aimed at boosting sales of Disney Park Passes among the fan base.
Rantin’ & Raven – CoverGirl & the NFL
In 2017, NFL official beauty partner CoverGirl created first all-female pre-game show to tackle sports media stereotypes and speak directly to the 69 million female American Football fans.
Zenni Optical teams up with 49ers
NFL American football franchise the San Francisco 49ers has agreed a multi-year partnership with online eyewear company Zenni Optical
SugarHouse Casino partners with Philadelphia Flyers, Wells Fargo Center
The Philadelphia Flyers and Wells Fargo Center have entered into an agreement with SugarHouse Casino and PlaySugarHouse.com to become their official sportsbook partners
Denver Broncos sign naming-rights deal with Empower Retirement
NFL stadium in Denver receives its fourth name in less than two decades
Pepsi renews NFL Super Bowl halftime sponsorship until 2022
Soft drinks brand Pepsi has renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the National Football League
Buffalo Bills expand Seneca Resorts & Casinos partnership
The Buffalo Bills have became the latest NFL team to sign an ‘Official Casino’ deal – expanding its partnership with Seneca Resorts & Casinos.
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NFL signs licensing agreement with Men’s Wearhouse, Jos. A. Bank
The National Football League has entered into a multiyear licensing agreement with Men’s Wearhouse and Jos. A.
Nissan steps up NCAA partnership with basketball deal
The North American division of Japanese automotive manufacturer Nissan has expanded its partnership with the National Collegiate Athletic Association by becoming an official corporate partner of NCAA men’s b…
Packers strike Official Casino partnership with Oneida Nation
The NFL’s Green Bay Packers has upgraded its long-term partnership with the Oneida Nation casino operator to the level of ‘Official Casino of the Green Bay Packers’.
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Overwatch League signs multi-year deal with Kellogg’s
The Overwatch League has announced a multi-year partnership with Kellogg's, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company's Cheez-It and Pringles products
NFL agrees Bon & Viv hard seltzer deal, Woodbridge wine sponsors Rams, Bears, Giants
Anheuser-Busch InBev-owned alcoholic seltzer brand Bon & Viv has become the ‘Official Hard Seltzer Sponsor of the NFL’.
Credit One Bank partners Raiders and Allegiant Stadium
Financial services company Credit One Bank will partner with the new Las Vegas NFL franchise on two fronts, starting in 2020.
Xfinity backs Overwatch League season finale
Comcast-owned telco Xfinity has agreed a deal to become presenting sponsor of esports competition the Overwatch League’s 2019 season finale.
Oakley partners with NFL as helmet visor provider
The National Football League has announced a four-year agreement with leading eyewear and sport lifestyle brand Oakley to become the league’s official helmet visor provider, a new sponsorship category f…
Mastercard expands League of Legends partnership
Payment services brand Mastercard has expanded its existing, global partnership with Riot Games for the League of Legends esports series
Tony the Tiger sets first with Sun Bowl sponsorship
Cereal brand Kellogg’s Frosted Flakes has agreed a deal to title sponsor the Sun Bowl college American football game, which will now be known as the Tony the Tiger Sun Bowl.
BMW extends title sponsorship of BMW Championship
The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs
Tampa Bay Buccaneers team up with PDQ
NFL American football franchise the Tampa Bay Buccaneers has agreed a multi-year partnership with fast food restaurant chain PDQ
PLL furthers tech-focused vision with Corning Gorilla Glass deal
Glass technology company Corning Gorilla Glass has signed up as a founding partner of the Premier Lacrosse League
NBA’s Mavericks seek out new jersey sponsor
The Dallas Mavericks and e-commerce app and marketplace 5miles have mutually agreed to end their jersey sponsorship deal, as the NBA basketball franchise seeks out a new partner that can put the team “at t…
American Airlines secures naming rights to Los Angeles Stadium plaza
American Airlines has become the inaugural “founding partner” of the $5bn Los Angeles Stadium and Entertainment District in Inglewood, California, and has secured the naming rights to its plaza area.
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NBA unveils Global Championship partners
The NBA has unveiled a series of commercial partners for the basketball league’s 2019 Global Championship, which features the best young basketball players from around the world.
AT&T, Beats by Dr.
Inter Miami names Heineken as first official sponsor
Major League Soccer expansion team Inter Miami CF has named Heineken as its first official sponsor
Allegiant Air secures naming rights to Raiders’ Las Vegas stadium
The Raiders' stadium in Las Vegas will be officially known as Allegiant Stadium after the National Football League team announced a naming-rights deal with Allegiant Air
Rakuten wants to renew Warriors deal, says Americas CEO
Japanese e-commerce brand Rakuten is looking to extend its partnership with the NBA's Golden State Warriors, according to the company's head of operations in the Americas.