NHL (National Hockey League)
Food and beverage group PepsiCo has signed a five-year extension, from 2018-19 to 2022-23, to its North American partnership with the National Hockey League.
The National Hockey League (NHL) said it was “pleased” with the jersey agreement it secured with technology company SAP for the World Cup of Hockey, despite failing to hit its initial asking price.
Tyre manufacturer Bridgestone this month increased its commitment to the title sponsorship of the National Hockey League’s Winter Classic as the event continues to grow in profile and scope.
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.
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Stock market-listed online gaming company Bwin.party deals last month with two sports teams linked to the newly-regulated New Jersey online gaming market in the US are focused on digital rights in line with the company’s increasingly cost-conscious approach to sponsorship.