The Baltimore Orioles of Major League Baseball has secured its first jersey patch sponsor in a deal with investment firm T. Rowe Price. The multi-year sponsorship puts T

More US colleges are set to seek new revenue streams after the National Collegiate Athletics Association (NCAA) announced it will allow sponsor advertising on football fields for regular-season games in…

All tournaments on the PGA Tour now have a title sponsor for the ongoing 2024 season, after Isco Industries, a piping solutions provider, acquired naming rights for the top event in Kentucky

Mumbai Indians-owned MI New York has signed Accenture as its front-of-shirt sponsor in the latest signal of the upward trajectory of Major League Cricket (MLC).

Two Circles has continued its US market push under new ownership with the creation of a business vertical to help maximise the value of college sports athletes’ name, image and likeness (NIL) rights.

A deal will also reportedly involve FanDuel-related programming for Diamond channels, the resale of Diamond’s streaming service to fans and an equity stake in the company.

Zoom Workplace has been announced as Major League Baseball's presenting partner for the 2024 London Series, a two-game series between the New York Mets and Philadelphia Phillies at London Stadium June…

Lega Serie A USA has hired American sports marketing firm Allied Sports as an official agency of record to support the league's North American office in New York in its efforts to expand commercially

The Indiana Fever player has agreed a multi-year sponsorship and her stardom can be measured by Clark being the first athlete to sign an endorsement deal with Wilson since NBA legend Michael Jordan.

Penske Entertainment has widened its already broad portfolio of IndyCar Official Partners in a sponsorship agreement with US-based digital technology group Cisco.

Darren Guccione, chief executive, of cyber security firm Keeper Security, explains the decision to sponsor the Williams Racing F1 team.

Back at the helm, Under Armour founder Kevin Plank says the company is "seizing this critical moment to make proactive decisions" for its future.

David Abrutyn, a 30-year sports industry veteran, is joining the sports division of Creative Artists Agency (CAA) to bolster its ice hockey business.

Visa has selected Inter Miami as its entrance point for sponsorship in MLS, with the appeal of working with Lionel Messi bringing another blue chip firm into the club's commercial portfolio.

The US states of New York and Florida have joined a legal complaint against the NCAA for its continuing attempts to prohibit marketing contracts for athletes at the recruitment stage.

Indian dairy brand follows Cricket World Cup team deals by joining forces with co-host USA Cricket, and Cricket South Africa, for T20 World Cup.

Sportfive, the international marketing agency, has further bolstered its sales remit in the United States, after being tasked by the US SailGP Team with sourcing global sponsors

The sponsorship inventory secured by American Express for the all-female racing series F1 Academy builds upon the financial services company's wider sponsorship of Formula 1 as the official payments partner in the Americas.