USA
Under Armour teams up with University of Cincinnati
US sportswear manufacturer Under Armour has signed a multi-year partnership with the University of Cincinnati’s athletics programme.
MLB renews with DraftKings and apparel partners
Online fantasy sports company DraftKings has agreed a multi-year extension to its partnership with Major League Baseball, which has also renewed terms with four of its leading on-field apparel providers.
Falken Tire branches out with Detroit Tigers
MLB baseball franchise the Detroit Tigers has agreed a multiyear sponsorship deal with US tyre manufacturer Falken Tire.
Major League Fantasy strikes Warriors deal
Online daily fantasy sports operator Major League Fantasy has unveiled a partnership with the Golden State Warriors NBA basketball team in North America.
WWE to push Tapout through Authentic Brands Group venture
The WWE wrestling organisation and intellectual property corporation Authentic Brands Group have announced a joint venture utilising fitness lifestyle brand Tapout.
Claro enhances tennis presence with Miami Open deal
Claro, a subsidiary of Latin American telecommunications company América Móvil, has expanded its presence in professional tennis by striking a deal to become a sponsor of the 2015 Miami Open.
Tecate KO’s Corona for Mayweather-Pacquiao rights
Tecate has pipped rival Mexican beer brand Corona to secure title sponsorship rights for the highly anticipated world welterweight title unification bout between boxing superstars Floyd Mayweather Jr. and Manny Pacquiao.
K&N Filters stick with Nascar Pro Series
North American stock-car racing series Nascar has agreed a renewed deal with K&N Filters for the automotive parts manufacturer to remain as the title sponsor of its Pro Series.
Cubs and Yankees cover up with sunscreen partner
Skincare products company Blue Lizard Australian Suncreen has entered into partnerships with MLB baseball teams the Chicago Cubs and the New York Yankees.
MLB extends Majestic partnership
Sportswear apparel provider Majestic Athletic has extended a partnership with Major League Baseball Properties in North America.
Diageo nets place on Charlotte Hornets roster
NBA basketball team the Charlotte Hornets has entered into a partnership with drinks giant Diageo.
The value of NCAA advertising
National Collegiate Athletic Association (NCAA) managing director, marketing and broadcast alliances, Keith Martin estimates that around 40 to 50 per cent of all advertising revenue during the Division I Men’s Basketball Championship is delivered by NCAA sponsors.
MLS bags commercial brace with Mondelez and Johnson & Johnson
North American football competition Major League Soccer has agreed multi-year partnerships with multi-national snack foods company Mondelez and the consumer division of Johnson & Johnson.
Orlando Magic nets PepsiCo renewal
NBA basketball team Orlando Magic has announced a multi-year extension to its long-standing partnership with soft drinks and snack foods giant PepsiCo.
Trail Blazers book CenturyLink partnership
US telecommunications company CenturyLink has reached a sponsorship agreement with NBA basketball team the Portland Trail Blazers.
LG Electronics USA: Targeting value from college sports all year round
Transamerica takes over as new Colorado Rapids shirt sponsor
Major League Soccer team Colorado Rapids has signed a shirt sponsorship deal with financial services company Transamerica.
SPI backs new Sacramento Kings arena as first legacy partner
Chinese solar energy systems company SPI has agreed a deal with Sacramento Kings to become the NBA basketball franchise’s first legacy partner.