American Football

Latest Features

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

The NFL’s Miami Dolphins aims to be the number one American football franchise for international fan engagement by building on its brand fame worldwide, the ascendancy of its social media offering, Miami’s sta…

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Through 2017, Hyundai Motor has been communicating its future mobility positioning through a series of high-profile global brand marketing campaigns.

US sports brand Nike has been named as the most valuable apparel brand for the second consecutive year by the BrandZ Top 75 Most Valuable Retail Brands report

American football team the Philadelphia Eagles have signed an extended stadium naming-rights agreement with Lincoln Financial Group, which runs until 2032 and is worth $170m (€152m).

Mobile virtual network operator Lycamobile has stepped up its association with the Jacksonville Jaguars by becoming a top-tier partner of the NFL American football team

NFL franchise the Washington Redskins has signed a 10-year partnership with online US retail brand Fanatics. Under the deal, Fanatics will lead all retail and online store operations for the Redskins

Features

US-based franchise restaurant chain Subway is using the NFL's international appeal to engage with its franchisees and local communities, promote grassroots activity and amplify the values of the brand…

Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.

A sports sponsorship needs to align with the sponsor brand's wider marketing and business strategies and directly drive business. It’s a line you hear from brand representatives at almost every sport business conference

Have we got your attention? That was the question burning across presentations on the first day of the Leaders Sport Business Summit in New York City and on the minds of an industry anxious about last year’s broadcast ratings.

App-based taxi network Uber is consolidating its presence in sport by moving from single season to multi-year sponsorship deals with major US sports franchises and planning new deals with European sports partners.

Luxury carmaker Porsche has signed its first major team deal in the US, with another planned, to reinvigorate slowing growth after six years of strong North American sales.

Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…

Apparel company New Era is using its sponsorship of Euroleague Basketball to help its goal of becoming the number one headwear brand in the world.

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.

"Coverage of the deal announcement plays an immediate role in activation. The deal itself can be enough

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

Rights-holders looking to partner with sports social media platform Sportlobster must first understand the brand’s offering and integrate with it, the brand told Sports Sponsorship Insider.

US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.

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).