USA

Golf

Anheuser-Busch InBev's strategy to position Michelob Ultra as the aspirational sports beer of choice has been further cemented through the company's renewal of its sponsorship deal with the PGA of America.
Multiple Sports

Elevate has fully acquired Fenway Sports Management's Consulting Group, taking over the Boston-based company's client list and nine-person staff
Football

Danish sports brand Hummel aims to break into the US football market by using strategies that it has already deployed in Europe, Hummel chief executive Allan Vad Nielsen has told SportBusiness Sponsorship.
Baseball

World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer
Football

Concacaf has announced a sponsorship by American national restaurant chain Chili's Grill & Bar as the official restaurant of the Concacaf Nations League Finals, which includes two semi-final matches and the final.
Football

The United Soccer League's USL League One is launching an inaugural in-season cup competition with Jägermeister as the entitlement sponsor for the tournament in a new sponsorship deal.
Multiple Sports

Sports marketing veteran Jeff Ehrenkranz has joined Hirschfeld Marketing Solutions as president of the Huntersville, North Carolina-based agency
Golf

Charlotte-based bank Truist Financial Corp is one of multiple banking and insurance sector suitors seeking to take over the title rights to the PGA Tour tournament currently known as the Wells Fargo Championship
Cricket

Major League Cricket has announced IT services company Cognizant as the league's title sponsor ahead of its second season.
Basketball

CBS Sports and TNT Sports are not concerned about a potential viewership dip at this year's NCAA men's basketball tournament after last year's lowest-performing championship game and an absence of star…
US College Sport

Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…
Football

The Kansas City Current have unveiled features of its new home, CPKC Stadium, which the National Women's Soccer League side claims is the world's first purpose-built ground for women's professional sport
American Football

FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.
Football

Inter Miami has reaped the benefits of signing Lionel Messi by striking the most valuable shirt sponsorship deal in Major League Soccer. SportBusiness Sponsorship analyses the league's shirt sponsorship market and league-level marketing category.
American Football

Shipping company FedEx has ended its stadium naming-rights deal with the National Football League's Washington Commanders two years early
Mixed Martial Arts

TKO Group Holdings, the Endeavor-owned public company created by the merger of Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has reported revenue for the 2023 financial…
Football

Borussia Dortmund is eyeing a doubling of its sponsorship revenue emanating from the United States after opening its inaugural office in the Americas, chief executive Hans-Joachim Watzke has declared
Basketball

Kia's arena-naming rights agreement with the Orlando Magic is designed to give the firm a coast-to-coast profile in the US and cement its position in Orlando where it is second only to Toyota for car sales.