USA
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.
PlayStation backs MLS esports competition
PlayStation, the video game brand of Japanese consumer electronics company Sony, has been named as the presenting sponsor of the inaugural eMLS Cup, the new esports competition for North America’s Major League Soccer.
LPGA secures presenting sponsor for Kingsmill Championship
US insurance firm Geico has signed a deal to become the presenting sponsor of the Ladies Professional Golf Association’s Kingsmill Championship.
UBS partners with LA Kings
NHL ice hockey team the Los Angeles Kings has agreed a sponsorship deal with financial services company UBS.
NBA 2K League seals partnerships with Dell, Intel
The NBA basketball league’s new esports competition, the NBA 2K League, has agreed partnerships with US technology companies Dell and Intel.
Adidas teams up with basketball’s Big3
German sportswear manufacturer Adidas has entered into a partnership with Big3, a three-on-three, half-court basketball league that launched last year in the US.
MLB’s Angels renew with Yokohama
Japanese tyre manufacturer Yokohama has extended its partnership with North American Major League Baseball franchise the Los Angeles Angels.
ANA extends title sponsorship of LPGA major
Japanese airline All Nippon Airways has renewed its title sponsorship of women’s golf major the ANA Inspiration.
Texas Rangers sign new partners, Tireco enters sports market with Padres
Major League Baseball outfit the Texas Rangers has signed up three new sponsors ahead of the new season, while rival team the San Diego Padres has partnered with tyre distributor Tireco.
MLB signs up Hankook as latest sponsor
Korean tyre manufacturer Hankook has agreed a sponsorship deal with North America’s Major League Baseball.
NFL renews Nike kit deal
American football league the NFL has signed a long-term extension to its kit partnership with US sportswear company Nike.
Major League Baseball extends Game of Thrones partnership
North America’s Major League Baseball has renewed its Game of Thrones-focused partnership with US pay-television broadcaster HBO.
Char-Broil partners with NFL in Germany
Outdoor cooking appliances retailer Char-Broil has signed a Germany-focused partnership with American football league the NFL.