International sports and lifestyle brand New Era Cap is deepening its ties with the NFL by becoming the official outfitter of the NFL Scouting Combine

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.

Advertisers at this year’s Super Bowl will focus on humour, music and pure entertainment, an advertising creative with skin in the game has told SportBusiness Sponsorship.

Sponsorship spending on the National Football League and its 32 teams reached $1.39bn (€1.2bn) in the 2018-2019 season, according to a new sport industry report.

Payment services brand Visa has renewed its Official Payment Services Technology Partner deal with the National Football League through the 2025 season

The LA Rams NFL franchise is using its run to this year’s Super Bowl to market the Naming Rights to the team’s $5bn (€4.4bn) new stadium, currently under construction in Hollywood Park, Los Angeles. O

Nike has signed a 10-year global partnership with Major League Baseball, taking over the deal originally awarded to rival Under Armour in 2016 for the same period.

South Korean carmaker Hyundai will terminate its Official Automotive Partner deal with the NFL after the Super Bowl, according to Hyundai Motor America chief marketing officer Dean Evans