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