Airlines
Delta adds to MLB portfolio with Nationals deal
Delta Air Lines has expanded its Major League Baseball portfolio by signing a sponsorship deal with the Washington Nationals.
South African FA takes off with new airline partner
South African Airways has agreed a partnership with the South African Football Association (SAFA), the sport’s national governing body.
Irish FA lands airline partner ahead of Euro 2016
Irish airline CityJet has entered into a partnership with the Football Association of Ireland.
Brazil’s NBB takes off with airline partner
Brazilian airline Avianca has entered into a partnership with the country’s National Basketball League (LNB), under which it will sponsor the top-tier NBB club competition.
Nascar opens new category with Allegiant Air deal
US low-cost airline Allegiant Air has entered into a multi-year partnership with North American stock-car racing series Nascar.
Melbourne Storm lands Tigerair extension
Australian NRL rugby league club Melbourne Storm has signed a five-year extension to its sponsorship agreement with official airline partner, Tigerair Australia.
Paris Marathon lands Air France partnership
The Air France airline has agreed a three-year deal to become an official partner of the Paris Marathon.
Emirates retains Durham in cricket portfolio
Dubai-based airline Emirates has agreed to a seven-year extension of its sponsorship deal with English county cricket club Durham, under which the team’s ground will be given a new name.
Emirates land first-ever baseball partnership
Dubai-based airline Emirates has entered into a partnership with Major League Baseball franchise the Los Angeles Dodgers.
BetVictor signs up with BHA
Online casino and sportsbook operator BetVictor has agreed a three-year deal to become an ‘authorised betting partner’ of the British Horseracing Authority (BHA).
Werder Bremen makes fresh connection with Germania
German Bundesliga football club Werder Bremen has renewed its regional sponsorship deal with the Germania airline.
PGA Tour extends United Airlines relationship
Golf’s PGA Tour has sealed a long-term renewal of a deal with United Airlines.
Kentucky Derby takes off with Sentient Jet
Sentient Jet has agreed a multi-year deal to become the preferred private aviation partner of the Kentucky Derby horse racing event.
Delta Air Lines land extensions with AEG, LA Kings
Delta Air Lines has signed a six-year extension to its partnership with sports and entertainment company AEG in a deal that encompasses NHL ice hockey club the Los Angeles Kings.
Etihad Airways: Sponsorships geared towards partnerships, not branding
Abu Dhabi-based state carrier Etihad's sponsorship strategy is to create custom sponsorships, which allow the brand to meet specific goals especially around customer sales and retention.
Etihad Airways checks in as LET global partner
Golf’s Ladies European Tour has entered into a global partnership with Abu Dhabi-based airline Etihad Airways.
Qantas extends FFA backing to domestic leagues
Football Federation Australia, the sport’s governing body in the country, has extended and enhanced its partnership with the nation’s flag carrier airline Qantas.
Santos takes flight with Royal Air Maroc
Morocco’s national carrier Royal Air Maroc has entered into a partnership with Campeonato Brasileiro Serie A football club Santos.