Major League Soccer (MLS)
North America’s Major League Soccer has signed a six-year extension, from 2019 to 2024, to its partnership with German sportswear and equipment company adidas. The current eight-year deal runs from 2011 to 2018.
Honda-owned luxury car brand Acura this month signed its first major sports sponsorship agreement, securing a three-year shirt deal with Major League Soccer’s Columbus Crew.
The National Football League has long been the dominant sports organisation in North America and our research into the top five deals of the five major US leagues confirms its position at the top of the sponsorship tree.
US insurance company Allstate is using college football as the main platform to communicate its key messages.
Spain-based insurance brand Mapfre this month signed a deal to become the stadium naming rights partner for Major League Soccer’s Columbus Crew.
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.
Telecommunications company AT&T last month renewed its sponsorship of North American football’s Major League Soccer to tap into the league’s multicultural fan-base and its followers in the 18-34 age group.