American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.
The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.
Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.
Japanese e-commerce brand Rakuten is almost certain to have paid the highest fee in the first sales round of NBA team jersey patch rights under its deal with NBA champions the Golden State Warriors, from 2017-18 to 2019-20.
Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.
Flag carrier Qatar Airways this month became the latest major company to sign a deal with Formula E – having decided that the series has reached critical mass and good level of credibility – as the brand bolsters its portfolio ahead of the end of its Barcelona shirt deal.