USA
Seattle NHL expansion team unveils Kraken nickname
The National Hockey League expansion team in Seattle, Washington, has revealed the franchise will be called the Seattle Kraken
NBA names Michelob Ultra its new official beer partner
The National Basketball Association has named Michelob Ultra as the league's official beer partner in a multiyear deal
Purple Reign – Nike & the Minnesota Timberwolves
Nike and the Minnesota Timberwolves set new records for NBA social, web traffic, jersey sales and engagement statistics with the 2018-19 reveal campaign for the team’s Prince-inspired Nike ‘City Threads’ kit.
Charlotte MLS expansion team unveils name, logo, and colors
The Major League Soccer expansion team in Charlotte, North Carolina, has been officially announced as Charlotte FC
Islanders strike major arena naming rights deal with UBS
Oak View Group aids in second major naming rights pact in a month
Jordan Brand’s Jumpman logo to appear on select NBA uniforms next season
Jordan Brand's Jumpman logo will appear on all National Basketball Association Statement Edition uniforms, starting with the 2020-21 season.
San Jose Earthquakes strike multi-year Fastmetrics deal
Major League Soccer's San Jose Earthquakes have announced a multi-year partnership with San Francisco-based internet service provider Fastmetrics
Drink Wiser – Budweiser & the NBA
November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.
Monkey Knife Fight seals fantasy sports partnership with LA Kings, LA Galaxy
Sports and live entertainment company AEG has signed up North American daily fantasy sports gaming platform Monkey Knife Fight as a sponsor of three of its sports teams in Southern California.
MLS “excited” by response to virtual Adidas logo during MLS Is Back Tournament
Major League Soccer says it is "excited" by the response of fans and the wider sports industry to a virtual Adidas logo that appears prominently during broadcasts in the United States and Canada of the…
LPGA secures additional sponsorship support for return to play
The Ladies Professional Golf Association has revealed additional support from commercial partners ahead of its scheduled return to play later this month
Raiders strike sponsorship deal with Shift4 Payments
Agreement continues recent run of dealmaking for NFL team in new home
Panini extends trading card deal with CLC
Renewal continues agreement initially struck in 2015
Jersey Assurance – American Express & the NBA
NBA sponsor American Express created an award-winning campaign during the 2018-19 season by allowing Amex members to swap their jersey for free if their favourite player switched clubs.
New Era calls time on Buffalo Bills naming-rights deal
Global sports headware and clothing apparel firm New Era Cap Company has asked the Buffalo Bills to be released from its naming-rights agreement with the National Football League team.
LPGA names Cambia Health Solutions its official mask partner
The Ladies Professional Golf Association has named Cambia Health Solutions its official mask partner, a new sponsorship category created in the wake of the global Covid-19 pandemic
Data Snapshot: NBA 2019-20
The NBA’s central sponsorship portfolio is worth approximately $600m (€533m) in 2019-20, SportBusiness Sponsorship has found, of which about 60 per cent is marketing fees and the remainder is licensing royalties.
Fanatics strikes retail partnership with Carolina Panthers, MLS Charlotte
Global licensed sports merchandise manufacturer and retailer Fanatics has signed a long-term deal to become the official omnichannel retail partner of Tepper Sports & Entertainment (TSE)