USA
Robinhood adds Grizzlies as second jersey patch deal
Online brokerage firm Robinhood Markets has secured its second jersey patch agreement in the National Basketball Association (NBA) market via a deal with the Memphis Grizzlies
Strauss sets first with MLB helmet sponsorship
German workwear brand Strauss has struck a wide-ranging sponsorship deal with Major League Baseball, with its logo to feature on batting helmets during postseason games and international series in Europe.
Lenovo continues spree with Hurricanes arena deal
Technology company Lenovo has continued its recent sponsorship drive by taking on the naming rights to the home venue of the NHL’s Carolina Hurricanes.
Bank of America leaves ‘no rock unturned’ in World Cup plan
Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.
Market cautious on CBD, despite USC-Cookies deal
USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.
Castore lands North American first with NLL kit deal
Castore has landed its first centralised deal with a professional sports league in North America, striking a long-term agreement with the National Lacrosse League
Major sponsorship return for TikTok with Capitals
Having moved away from sponsorships over the last 18 months, TikTok has signed a wide-ranging agreement with Monumental Sports & Entertainment (MSE) that includes sponsoring the Washington Capitals NHL team.
Nascar ups esports interest with innovative Blast sponsorship
US motor-racing series Nascar has signed a commercial deal with esports tournament organiser Blast, a rare example of a traditional sports property sponsoring a gaming one
JP Morgan Chase commits to Valkyries jersey deal
WNBA expansion team Golden State Valkyries has named JP Morgan Chase as its first jersey patch sponsor, one of two on-kit branding assets ringfenced for sale by WNBA teams.
NFL’s Browns seals 20-year stadium naming deal
The Cleveland Browns' 20-year contract would cover any potential move to a proposed $2.4bn domed stadium in Brook Park.
Comcast extends Levi’s Stadium deal
Media and technology company Comcast has become the latest technology-based founding partner of Levi's Stadium to announce an extension with the home of the San Francisco 49ers
Inter Miami breaks new ground in blockchain training kit deal
Inter Miami has agreed a training kit sponsorship deal with blockchain platform Polkadot in what is claimed to be the first-ever sports sponsorship agreement with a Decentralised Autonomous Organisation…
Western Union targets Mexican expat remittance market with FMF deal
Lala Steele, head of North America retail marketing for money transfer brand Western Union, explains the rationale for the company’s recent sponsorship deal with the Mexican Football Federation.
Haas F1, Uralkali resolve sponsorship dispute
Uralkali confirms it has "received in full" the payment owed by Haas following the termination of the title sponsorship deal between the two parties.
Emirates retains Grand Slam with US Open renewal
Emirates has reinforced its dominance of the airline sponsorship category in tennis with a renewal of its deal with the US Open
Fifa breaks new ground with global banking partner
Bank of America was today (Thursday) unveiled as a major sponsor for the 2026 men's Fifa World Cup, in what represents the governing body’s first high-level deal in the banking category.
Legends EVP Foy to head up Wasserman’s US rights sales
Chris Foy to take up position as Wasserman's executive vice-president and managing director of rights sales for North America
Court orders PrimeBlock to pay Pelicans
PrimeBlock has been ordered to pay $400,000 to the NBA’s New Orleans Pelicans in the industry's latest case of a crypto-based venture falling short of its sponsorship obligations.