USA

Basketball

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.
American Football

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)
American Football

The National Football League's Tampa Bay Buccaneers have signed up hard seltzer brand Mighty Swell as a team sponsor. The deal will run across the 2020 NFL season
Badminton

Thai pay-television broadcaster TrueVisions is threatening not to show the end of the extended Thai League 1 football season, and is demanding a reduction in its rights fees for the competition
Football

Major League Soccer's LAFC has announced a multiyear partnership with Truly Hard Seltzer, which has been designated the team's official hard seltzer
Football

MLS franchise DC United has signed up Washington convention and sports specialists Events DC to a short-term sponsorship
American Football

The National Football League's Denver Broncos have brought in US online gaming operator BetMGM as their latest sports betting partner in a multiyear deal
Tennis

World TeamTennis has unveiled its commercial partners for its 2020 season, which is being staged in its entirety as a quarantined tournament at The Greenbrier resort in West Virginia this summer.
Football

Major League Soccer's Seattle Sounders are expanding their relationship with WaFd Bank by naming the financial institution as the club's inaugural sleeve patch partner.
Rugby Union

Major League Rugby has signed a multiyear partnership with The Rugby Shop, which designates the multibrand equipment and apparel provider as the league's official merchandising partner
Women's Football

The National Women's Soccer League expansion team in Louisville, Kentucky, has been officially rebranded as Racing Louisville FC
Lacrosse

The Premier Lacrosse League has named Mendi as the official CBD partner of the upcoming PLL Championship Series, which scheduled to take place on July 25-August 9 in Salt Lake City, Utah.
Baseball

The Detroit Tigers have become the first Major League Baseball team to land a partnership with a sportsbook after securing a multiyear agreement with PointsBet
Basketball

The Basketball Tournament has unveiled its commercial partners for this year’s event, which will be held exclusively at Nationwide Arena in Columbus, Ohio, from July 4-14.
American Football
Automobile Manufacturing

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.
Women's Football

The National Women's Soccer League expansion team in Louisville, Kentucky, has brought in PNC Bank as its inaugural major commercial partner
American Football

The National Football League's Las Vegas Raiders have signed a wide-ranging partnership with leading international brewing company Molson Coors.
Multi-sport

The University of California, Los Angeles and University of California, Berkeley, already facing economic pressure amid large-scale contract disputes with embattled apparel brand Under Armour, are now…