USA
WNBA adds Discount Tire and Continental Tire sponsorships
The Women's National Basketball Association has announced multi-year sponsorships with American tire and wheel retailer Discount Tire and tire brand Continental Tire in deals that make the brands the first…
Crypto.com shutting part of business, won’t affect LA arena
Cryptocurrency company Crypto.com is closing its institutional exchange in the United States but the move will not affect the naming-rights deal for Los Angeles' Crypto.com Arena
MLS leans on major partners to bring Messi to Miami
Apple and Adidas, Major League Soccer's (MLS') two biggest commercial partners, have played significant roles in helping to secure Lionel Messi's impending move to Inter Miami, according to reports in…
Baltimore Ravens sees long-term value in renewal of M&T Bank stadium naming deal
Baltimore Ravens president Sashi Brown and Augie Chiasera, M&T Bank's regional president for Baltimore, tell SportBusiness Sponsorship about the recent extension of the brand's long-term stadium naming rights agreement. Matthew Williams reports.
Atlanta Hawks agree QuikTrip deal
The Atlanta Hawks of the National Basketball Association have announced a multi-year sponsorship from convenience and gasoline retailer QuikTrip in a deal focused on serving the local youth community
Major League Cricket secures Royal sponsorship ahead of first season
Major League Cricket (MLC) has signed up US-based Indian food brand Royal as a sponsor ahead of its inaugural season in a deal that makes Royal an official partner of the USA Cricket-sanctioned league.
Mexican federation renews Home Depot sponsorship
The Mexican Football Federation (FMF) and Soccer United Marketing (SUM) have announced a multi-year sponsorship renewal between the Mexican men's national team and retail store Home Depot, which will continue…
Fubo lands third MLB sponsorship with St. Louis Cardinals deal
Streaming platform Fubo has signed a third sponsorship with a Major League Baseball franchise after agreeing a deal with the St. Louis Cardinals
John Deere extends long-running title sponsorship of PGA Tour event
US agriculture and construction services company John Deere has extended its backing of the John Deere Classic, one of the longest running title sponsorships on the PGA Tour
Highmark and Buffalo Bills agree new stadium naming rights deal
Health insurance operator Highmark Blue Cross Blue Shield of Western New York will continue its stadium naming rights relationship with the Buffalo Bills when the NFL franchise moves to a new build in…
NBA generated $760.3m from its sponsorship portfolio in 2022-23
The NBA generated $760.3m in sponsorship income in 2022-23, renewing four contracts and agreeing two new deals with Hisense and Sorare. Matthew Glendinning provides detailed analysis of its commercial portfolio.
Big 12 takes sponsorship sales in-house
US college sports conference Big 12 has announced plans to create an internal commercial sales division for the first time in its 27-year history
MLB, MLB Players agree deal to streamline sponsor usage rights
Major League Baseball (MLB) and the MLB Players Association (MLBPA) have announced a new agreement designed to improve player marketing through league sponsors and third-party league relationships
NBA signs Michelob Ultra as first global beer partner
The National Basketball Association has announced that Michelob Ultra will be the exclusive and worldwide official beer partner of the NBA, WNBA, NBA G League, NBA 2K League, USA Basketball, and Basketball…
USGA extends Cisco sponsorship
The United States Golf Association has announced a multi-year extension with Cisco as the official technology partner of the USGA and its championships
SUM, FMF strike sponsor deal with La Verde for 2023 MexTour
Soccer United Marketing (SUM), the commercial arm of Major League Soccer and the Mexican Football Federation (FMF), have agreed a multi-year sponsorship agreement with La Verde Gas Station and Convenience…
Frito-Lay continues Fifa association with Women’s World Cup sponsor deal
Frito-Lay North America, the convenient foods division of PepsiCo, has continued its relationship with Fifa by becoming a sponsor of this summer’s Women’s World Cup.
Hilton upgrades from Ryder Cup supplier to top-tier sponsor
Ryder Cup Europe and the PGA of America have announced that Hilton has upgraded its sponsorship of the 2023 Ryder Cup to Worldwide Partner