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In May 2021 Google became a ‘WNBA Changemaker’ (amongst other new official league partner roles) in a multi-faceted, multi-year alliance. It

The Women’s National Basketball Association has announced a wide-ranging multiyear partnership with American-based multinational technology giant Google, which has been designated a top-tier WNBA Changemaker s…

Alternative accommodation brand Vrbo has renewed its title sponsorship of college football’s annual Citrus Bowl game on New Year’s Day.

After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.

The 2019 Winter X Games, taking place in Aspen, Colorado, US, this week has introduced three new sponsors to this year’s roster.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

US sports broadcaster ESPN has confirmed the list of sponsors for this year’s edition of the summer X Games action sports event, which will be held at U.S.

US sports broadcaster ESPN has signed a host of new sponsors for this year’s edition of the winter X Games action sports event.

US sports broadcaster ESPN has unveiled the list of sponsors for this year’s edition of the summer X Games action sports event, which will take place from July 13-16 at the US Bank Stadium in Minneapolis, Minnesota.

The Heineken brewery has been unveiled as the presenting sponsor and official beer of the US and European legs of the International Champions Cup pre-season club football tournament.

US outdoor fitness event and obstacle race organiser BattleFrog has struck a deal to become the title sponsor of the 2015 Fiesta Bowl college American football game.

State foods agency the Idaho Potato Commission has agreed a two-year extension to its title sponsorship of the Boise-based college American football bowl game.

Organisers of the X Games Austin 2015 have unveiled a roster of new sponsors that have signed up to support the extreme sports event.

US motorcycle manufacturer Harley-Davidson has reached a multi-year deal to sponsor the X Games extreme sports event.

Mutual life insurance company New York Life has agreed a three year deal to become the first title sponsor of the Atlantic Coast Conference Men’s Basketball Tournament.

Financial services company Capital One has signed a deal to be the title sponsor of season-ending US college American football game, the Orange Bowl, part of the new College Football Playoff (CFP).