USA
Colorado State seals lucrative deal for new stadium
Colorado State University has signed a 15-year deal for its new American football stadium with financial services company Public Service Credit Union, an agreement it claims represents one of the largest collegiate athletic venue naming contracts in history.
SeatGeek takes naming rights to Chicago Fire stadium
Mobile-focused ticket platform SeatGeek has signed its first naming rights deal through a partnership with the home stadium of Major League Soccer team Chicago Fire, which will now be known as SeatGeek Stadium.
St. Louis Cardinals partner with star’s clothing brand
Major League Baseball team the St. Louis Cardinals has agreed a sponsorship deal with clothing line M4, which is owned by star player Yadier Molina (pictured).
Harlem Globetrotters partner with Tum-E Yummies
Exhibition basketball team the Harlem Globetrotters has entered into a partnership with fruit-flavoured water drinks brand Tum-E Yummies.
Sponsors sign up for 2018 summer X Games
Michelob adds Ryder Cup, PGA Championship to golf portfolio
US beer brand Michelob Ultra has strengthened its position within golf by becoming a sponsor of the Ryder Cup and the PGA Championship.
MLB’s Under Armour transition delayed
US sportswear manufacturer Under Armour’s partnership with North America’s Major League Baseball will now begin in 2020 as originally planned, instead of 2019.
Bridgestone extends PGA Tour partnership
Japanese tyre manufacturer Bridgestone has renewed its partnership with golf’s PGA Tour, with the company also taking on title sponsorship of the Senior Players Championship.
National adds Washington Nationals to MLB portfolio
Major League Baseball franchise the Washington Nationals has entered into a sponsorship deal with rental car company National.
FedEx takes title sponsorship of relocated World Golf Championships event
Global logistics company FedEx has been named as the new title sponsor of the World Golf Championships event that is currently held in Akron, Ohio, with the tournament to now take place in Memphis, Tennessee as part of an agreement with the PGA Tour.
LPGA signs presenting partner for revamped qualifying series
The Ladies Professional Golf Association (LPGA) has named health insurance company Blue Cross and Blue Shield of North Carolina as the presenting sponsor of its new qualifying series.
Charles Schwab links up with PGA Championship
Investment services firm Charles Schwab has been unveiled as a sponsor of the PGA Championship, one of golf’s four men’s majors.
Hulu partners with NHL for Stanley Cup campaign
US subscription video-on-demand service Hulu has agreed a deal to sponsor the NHL ice hockey league and the NHL Players’ Association during this year’s season-ending Stanley Cup Playoffs and Final.
Nascar weighs up new sponsorship model as Monster extends deal
Drinks brand Monster Energy has renewed its title sponsorship of the premier series of North American stock car-racing championship Nascar until the end of the 2019 season.
University of Washington strikes lucrative Adidas deal
The athletics department of the University of Washington has agreed a deal for German sportswear manufacturer Adidas to become the new official footwear and apparel partner of its Huskies sports teams.
Chicago Cubs team up with Comcast, Gallagher
Major League Baseball team the Chicago Cubs has signed partnerships with telco Comcast and financial services company Gallagher.
Valero renews title sponsorship of Alamo Bowl
San Antonio-based energy group Valero has extended its title sponsorship of the Alamo Bowl US college American football game.
Premiership Rugby closing in on new title sponsor
US insurance company Arthur J Gallagher & Co is set to become the new title sponsor of the English Premiership, the top tier of club rugby union in the country, according to multiple reports.